It turns out the Gap commercials are back! As reported in Marketing Daily the company posted an 8% decline in its September same-store sales for the Gap brand. However its Old Navy division, which is currently using TV ads, reported a 13% gain in same-store sales. Therefore, after a two-year hiatus from Television marketing, Gap Inc. announced that the company’s flagship brand will focus on “regaining relevance with customers by concentrating on product, store experience, and creative marketing campaigns.”
So wow will Gap achieve this task? It appears we’ve already seen it with their 1969 premium denim relaunch. The company plans to reinvent key product categories such as khaki pants. And the reinvention will be conveyed through television commercials starting next month. Not really a huge shift in vision, but I am intrigued to discover how they will bring Gap back to Television, and maybe even into to positive gains.