I have a secret passion for THE GAP as I grew up with it, as any 30 year old in north america. But ever since I started studying fashion I started monitoring the brand in detail, as it has lost all luster and personality. The actual team keeps making mistakes, one after another while competitors just benefit. I really hope THE GAP regains momentum, but I dont see that happening soon as they keep hiring people from outside the industry.
Today I went to the store and saw their new launch: A fragrance collection. I guess they saw the figures from "Bath and Body Works" and have decided to compete with them also (ha!). In my opinion this fragrance collection will be out of the market in less than a year.
Key mistakes they made:
1. They launched 3 lines at the same time: one that is B&BW look alike ($16) another for men thaty is a me-too AXE ($26). The last one is a great concept: An emotion-based, unisex line ($35) but sitting next to the other two is ruined.
2. All fragrances are together in the same display!!! Which lacks personality, color or any attractiveness
3. No ad campaign as of today. Fragrances LIVE through ads...That is the name of the game!!! Sell DREAMS! how? Visually!
Friends at THE GAP, I can help you rescue the brand. I can start Monday Jan 8, 2008...if that is not too late.
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