LOS ANGELES — In a Thursday meeting with investors, Gap Inc. executives unveiled a shift in marketing strategies for its portfolio of brands, while affirming its earnings outlook for the remainder of the year.
The Gap, which has long featured holiday television ads, often featuring celebrity spokesmodels like Sarah Jessica Parker, has axed its TV campaign for the upcoming season. Instead, Gap North America president Marka Hanson said the brand will shift to “a mix of traditional and non-traditional” marketing strategies, including a soon-to-be-released campaign aimed at voters in this election cycle. Hanson said the Gap brand’s major initiative next year will be to drive store traffic.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"