Gap Inc. Analysis: Marketing Strategies
Gap spent $673 million, $601 million on advertising in 2018 and 2017 respectively. The company uses social media, print, television, in-store and digital means in marketing its products.
- Gap Inc spent $673 million on advertising in 2018 and $601 million in 2017.
- The company leverages its distribution networks worldwide in marketing its products. Gap uses over 3,700 retail, wholesale stores to get its products to consumers.
- The retailers use both online channels and offline channels to market Gap inc products and Gap has a store location search engine integrated into its website, which allows customers the convenience of searching for products.
- Gap Inc. uses various sales promotions techniques which include offering hard and electronic gift cards, print and media advertising. Gap also uses controversial means to market its products like showing support for interracial family through its ads.
- Gap Inc uses different channels to promote is brand and products; the company also focuses on making its marketing campaigns more effective through the use of data analytics and personalization. In 2018, the company ran the "Meet Me in the Gap" campaign; the campaign was designed to spread love and drive positive change to demonstrate that feeling good and doing good go together. The campaign went live in November 2018 and spanned, television, mobile, social media, in-store and digital promotions.
- Gap Inc promote its collections and creates brand awareness through partnerships and campaigns. They launched a menswear collection of GQ's "Coolest Designers on the Planet"; the program recognizes designers from the US And abroad.
- Gap Inc recently launched "The Gap Back to School Forward" ad campaign on its social media channels. The ad features a 7-year-old blind pianist and 13-year-old electric-guitar player, rocking out to "Sweet Child O' Mine", which is an attempt by Gap to clarify its identity. Through the campaign, Gap hopes to tap into the back to school market and refine the brand's image after its announcement to spin-off Old Navy into a separate, publicly-traded company.
- Gap Inc was the center of controversy in 2018 when it released an ad campaign featuring a young girl wearing a hijab. The ad received mixed reactions with some people treating it as a welcome sign of diverse representation in media while some French politicians expressing their displeasure in the advertisement, with French MP Aurore Berge stating "Nothing justifies or authorizes the veiling of little girls! And today, Gap makes it a commercial argument under the pretext of an ode to diversity".
- Politicians in France and Canada called for the boycott of the brand because of the ad.
- The company was under criticism in 2016 for its ad campaign depicting an image of a boy wearing a t-shirt with captions "the little scholar" with Albert Einstein's, and a picture of a girl wearing a t-shirt captioned "the social butterfly". Many social media users felt the ad promoted gender stereotypes and labeled it sexist.
- Gap came under criticism when it released an ad in collaboration with Ellen DeGeneres depicting four young girls that are part of Le Petit Cirque. In the image, an African-American girl is posing next to a taller Caucasian girl that is propping her arm on the younger girl's head. People took to social media to express their displeasure, and concern over the image as some stated that the ad cast the black child as "an armrest" and depicts racism.