Just like it did this year with Old Navy, Gap Inc. appears ready to crank up the advertising on its Gap brand.
Gap has been conducting an agency review and is likely to designate Crispin Porter + Bogusky for the Gap brand, according to sources. It’s the same ad firm that does the campaign for the company’s Old Navy division. There could be cost savings by utilizing the same agency for two divisions, though Gap is said to be pleased with Crispin Porter + Bogusky’s quirky campaign for Old Navy, which features “SuperModelquins.” Although they’re mannequins, not live models, they have names, catty personalities and a penchant for getting into each other’s business and checking out each other’s jeans.
The Miami- and Boulder, Colo.-based Crispin Porter + Bogusky has a reputation for provocative campaigns. It recently scored big with Burger King’s “Whopper Freakout” ads, but flopped when it paired Jerry Seinfeld with Bill Gates in ads for Microsoft.
“We are still in the final stages of selecting an agency to partner with Gap brand for holiday 2009,” said a Gap spokeswoman on Tuesday. A CP+B spokeswoman referred calls to Gap.
Laird + Partners has been Gap’s agency since 2002 and was among the firms participating in a shoot-out.
Meanwhile, management is gaining confidence in Gap brand products and wants to be more in front of consumers to reverse declining traffic and market share trends.
In his first-quarter conference call, Gap Inc. chairman and chief executive officer Glenn Murphy acknowledged the need for increased marketing spend at Gap. The company plans a denim relaunch in August, to be followed by stronger marketing. “I do feel confident with the product at Gap,” he said. “We are really finding a way to speak to the customer.”
Last quarter, marketing costs for the corporation rose 3.2 percent to $96 million due to increased spending at Old Navy and Athleta, acquired in September.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
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In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye