NEW YORK — Gap Inc., already high profile and celebrity-oriented with its advertising, is getting even more marketing-driven as it builds a roster of agencies working for its brands.
It's an attempt to resonate with target audiences after recent disappointing sales, which fell 4 percent in the first quarter and 8 percent in May, on a comp-store basis.
In the latest move, the Old Navy division hired the StrawberryFrog agency to create a fall print and TV campaign. StrawberryFrog has done campaigns for Sprint, Mitsubishi, IKEA and MTV, among others.
However, the parent Gap Inc. said Old Navy will continue to utilize Deutsch Inc., which began working with the chain last fall. Deutsch produced the fall 2004 "Feel Good Fashion" campaign for Old Navy and will be focusing on interactive and specialized advertising for teens, according to Gap.
"Deutsch is still one of our agency partners. It's an Old Navy strategy to have a small group of highly creative agencies to work with — rather than one agency of record. It's not a Gap Inc. strategy," said spokeswoman Kris Marubio.
Deutsch's campaigns involved gypsy skirts last summer and tunic outfits last fall. At Old Navy, "We are moving to a model of a roster of agencies," utilizing different agencies depending on the campaign, Marubio said.
Old Navy, which has about 900 stores in North America, is opening 200 new stores through 2007 and is planning brand extensions, such as maternity, plus sizes, accessories and personal care.
This year, the Gap brand also began utilizing more than one agency. It uses Laird & Partners for Gap Women's, GapBody, and babyGap, as well as Gap men's wear internationally, and Crispin Porter+Bogusky for men's wear in North America. Goodby Silverstein & Partners is Banana Republic's advertising agency.
There have been questions about the effectiveness of some recent campaigns, based on company performance. The Sarah Jessica Parker campaign ended about two months ago, after concluding a three-season contract. Parker was replaced by musician Joss Stone.
As previously reported, one of Gap's marketing strategies is to create interactive experiences for its customers, including "guerrilla marketing and grassroots tactics" for jeans, as well as spending more in nontraditional media. The company also announced a fourth brand, Forth & Towne, which will cater to women ages 35 and older and which will start opening stores in the fall.
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
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye