Gap Inc. has stepped up the marketing of its Athleta division to support a heady growth plan.
The campaign, called “Power to the She,” is Athleta’s first integrated national marketing effort. It hit the Athleta Web site Wednesday, and involves e-mail, social media, Athleta catalogues landing in mailboxes this week, and new imagery in the nine Athleta stores. A 10th store is opening in Scarsdale, N.Y., in two weeks, and the goal is to have 50 units operating in 2013, though the struggling Gap Inc. is reducing the square footage on its other divisions across the U.S.
The campaign will also be featured in February magazines including Women’s Running, Runner’s World, O, The Oprah Magazine, InStyle and Sports Illustrated. Sponsorships of a Yoga Journal talent search and Iron Girl events, as well as partnerships with the Girls on the Run organization which helps third to seventh graders build self-esteem through running, and Pandora, the music streaming Web site, are part of the marketing push.
Despite the campaign’s provocative tag line, the intent is not to sound feminist, but rather to celebrate women who balance raising a family with work and working out, according to Tess Roering, Athleta’s vice president of marketing and creative. “Athleta customers want to do it all — they lead extremely active and busy lives,” said Roering. “This is certainly not a nonpositive for men. It’s just feminine.”
Minneapolis-based agency Peterson Milla Hooks and Athleta’s in-house team created the campaign. Ads feature a photo of an athletic woman as the focal point, stretching or in a yoga pose. On the side of the ads are narratives, or lists of motivational words or phrases capturing life’s journey. For example, one ad says, “Be still. Be strong. Clean your karma. Check you chakras” and continues on. Another says: “Get Born. Find a group. Find a job. Find the one,” and goes on from there.
Roering declined to say how much Gap is spending on “Power to the She,” but said it was the most ever for the brand. Athleta, Gap’s answer to Lululemon and Nike, specializes in women’s apparel and accessories for yoga, running, swim, tennis, golf, gym, hiking and skiing. Athleta was founded as a catalogue in 1998, added a Web site in 2000 and was purchased by Gap in 2008 for $150 million. Athleta is based in Petaluma, Calif. Gap Inc. is based in San Francisco.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
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The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion