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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast