CHALLENGE

How do we restore Gap to its rightful place as an iconic American clothing brand?

Once a forerunner of casual American style, Gap had lost its footing in culture. The brand needed to overhaul its reputation for providing predictable staples on discount by unleashing a renewed sense of authority and self-confidence. It needed to stand for something again - something compelling, contemporary, and emotionally meaningful.

CONTEXT

Through the decades, GAP has shaped culture by outfitting and supporting movements where people have come together to make progress happen — from the rise of mall culture to raising money and awareness for AIDS.

When Gap was at its prime, mass culture was a homogenous experience. A time when nearly the entire country was feeding, at least occasionally, from the same cultural trough. 

However, the rise of digital and social media has splintered the common experience in favor of the individual. “Me” culture and individualism is especially reflected in fashion as exemplified by competitor brands such as Levi’s, Calvin Klein, and Nike. 

What’s more, as Gap expanded its offering to mini-malls across America it simultaneously diluted its distinct brand essence. The brand realized being for everyone had watered down the fundamental truth of what the brand is for.

AUDIENCE

To grow market share, we needed to attract a new audience of contemporary shoppers: the Modern Rebel.

The Modern Rebel is torn between non-conformity and belonging; between wanting to be part of a group and wanting to rebel against the status quo. They are mindful of the wider consequences of their everyday actions, and they want to feel they are contributing to a brighter future and a better world in everything they do.

INSIGHT

While competitors idolize the individual, Gap celebrates the collective.

From its founding principle of providing something for everyone, to the most simple product truth that everybody feels good and looks great in a t-shirt and jeans, Gap proves togetherness is the most important force for driving progress.

STRATEGY

WHEN WE COME TOGETHER, WE MOVE THE WORLD.

In our disconnected society, GAP champions the positive power of the collective by bridging gaps between individuals, generations, and cultures.