NEW YORK — Gap is clearly getting excited about the holidays.
On the heels of reporting an 11 percent increase in its monthly comprable-store sales, its first increase since April 2000, the retailer is about to launch a new color-infused TV, print and outdoor holiday campaign that’s directed and photographed by Peter Lindbergh.
"It’s upbeat, happy, joyful and very focused on the product, which is all about stripes and color," said Trey Laird, president and executive creative director of Laird & Co., the Gap’s ad agency. TV commercials will begin airing in the U.S. on Nov. 21 and will run through Dec. 18 in national and spot markets on major networks and cable in New York, Los Angeles, Chicago, San Francisco, Philadelphia, Boston, Dallas, Atlanta and Seattle. Shows include "Friends," "Alias," "Survivor," and "Dawson’s Creek," plus select college football games on CBS and ABC. The soundtrack for the spots is "Love Train," originally recorded by the O’Jays and remixed a capella by Jimmy Jam and Terry Lewis. Products will include striped sweaters, scarves and gloves.
The print campaign appears in the December issues of such magazines as Elle, Vogue, Vanity Fair, GQ, Jane, Marie Claire and W, in addition to eight-page inserts in Lucky and In Style. BabyGap ads will run in the December issues of In Style, Child, Real Simple, Gourmet and Vogue, in addition to a four-page cover gatefold in Martha Stewart Living. The print ads highlight outerwear, knitwear, activewear and cold weather accessories for women, men, children and babies.
"It’s meant to be very warm and upbeat and to be a continuation of fall with the different people and characters. We kept the generational thing going," said Laird, noting Ali McGraw, C.Z. Guest, James Coburn, Rachel Roberts and Angela Lindvall and her baby were among those photographed.
Laird declined to reveal Gap’s holiday budget.
"I wanted to make people feel good and the product looks really great. They’re getting more and more on track with the product," Laird said.
Gap is also coming out with a 25-page gift guide highlighting cable knit and striped sweaters; sherpa duffels and jackets; striped woolen scarves; wool caps, and mittens that will be delivered the week of Nov. 18 with newspapers in New York, Los Angeles, Philadelphia, Chicago, San Francisco, Minneapolis, Dallas, Miami, Atlanta and Washington, D.C. It will have a coupon offering $10 off a $50 purchase in select markets and 15 percent off $50 purchases in others. A separate GapBody gift guide will be delivered with the Boston Globe on Nov. 21 with a 15 percent off $50 purchase.The outdoor campaign includes walls and billboards in six major markets, as well as bus sides in nine major markets and bus shelters in New York and San Francisco. The ad plan also calls for TV, print and outdoor advertising in Canada, Japan and the United Kingdom, and print and outdoor advertising in France and Germany.
New this year is Mystery GiftCards, which will be included with the Holiday Gift Guide direct mail piece. They are worth between $5 and $100 each and customers take the cards to the stores to find out their value.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)