Gap highlights culture shapers with ‘Icons’ campaign, NFT contest

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Diving summary:

  • Gap is putting culture shapers center stage for its fall campaign, titled “Icons,” according to a press release. The campaign launched on September 6 and will run across digital, out-of-home and Gap-branded channels.
  • “Icons” recruits those who use their platform for change and promotes loose daily use. The campaign cast New York Times bestselling author and actress Selma Blair, musical artist Labrinth, professional race car driver Toni Breidinger, actor Lucky Blue Smith and model Cameron Russell.
  • Also tied to the campaign is an NFT contest, Gap Logo Remix, which invites artists to design a Gap logo for a chance to have it made into an NFT and placed on a hoodie. The campaign remains consistent with the brand’s inclusion efforts for years, with digital elements that could help attract younger consumers.

Diving information:

Gap’s latest move and overall message of inclusion is a common theme for the brand and falls under its “modern American optimism” through the line first introduced in 2020. These similar themes were recently portrayed in his latest Gap Kids campaign and they were also clear on last fall’s adult campaign, “Individuals,” who also recruited a number of diverse personalities who used their voice to drive change.

This fall’s “Icons” campaign mirrors last year’s effort in many ways, taking an influential, star-studded approach that could spark interest in a wide range of communities. Campaign materials include humorous 15-second spots featuring Labrinth, known for his work on HBO’s “Euphoria,” and actress Selma Blair, a well-known advocate for those fighting multiple sclerosis. The personality showcase campaign will debut on Gap’s digital, out-of-home and brand channels. Gap also encourages consumers to use the #HowYouWearGap hashtag on social media.

Aiming to promote loose organic cotton denim, ’70s high-rise flared denim, and great white shirts, among other items, the campaign also features responsibly made fabrics, touching on a theme growing concern about sustainability as the brand battles fast-fashion competitors at a time when many are cutting corners. However, many will pay the price for responsible manufacturing: 67% of consumers prioritize the use of sustainable materials when discussing their purchase. according to a McKinsey report. Additionally, 63% of consumers are prioritizing brands that promote their sustainable practices.

Moving away from more traditional branding tactics, Gap has also launched its Gap Logo Remix project that invites artists to design a Gap logo. Customers will be able to weigh in on what looks best, voting for three designs that will then be converted into NFTs and printed on hoodies that will be sold on the brand’s website. Gap is also hosting fans interested in NFTs on its own Discord server, another move to foster a community that could expand its access to proprietary data as it seeks to attract niche communities among Gen Z, Gen Alpha, and millennials.

Gap has previously dipped its toes into digital space, having collaborated with artist Brandon Sines, the brains behind the cartoon Frank Ape, to create an NFT collection based on Gap’s signature hoodie. In July, the company collaborated with French brand NFT Dogami to create digital pet products. Both collaborations also included a tie-in with open-source blockchain platform Tezos, known for its emphasis on a low carbon footprint. The mark in May too launched his Club Roblox Boutiquedesigned to replicate a Gap Teen store.

As economic problems persist, Gap’s parent company Gap Inc., also the parent of Old Navy, Banana Republic and Athleta, reported a drop in revenue during the second quarter, falling 8% compared to the same period. from last year to $3.86 billion, according to its last declaration of results. Similarly, Gap fell 10% to $881 million, a decline attributed to category mix imbalances, store closures and inflationary pressures.

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