Since 1969, Gap has rallied around fun, joyfulness, optimism and inclusivity. It's a brand that was launched for the youth of America, and it still speaks to that demographic today. Even though target consumers aged over the decades, Gap's founding principles are unchanged and remain relevant. "Your long-term purpose and the tone of your brand and belief system should never change, but the way you express it can change time and time again," says Gap Chief Marketing Officer Seth Farbman.
NEW YORK — Gap has launched its Shine On campaign, which features a ballerina, comedian, DJ, violinist and anti-bullying advocate alongside the winners of Gap’s sixth annual casting call contest. “Shine On exemplifies what it means to be bright by bringing together a group of exceptional children and empowering them to impact the world in a positive way,” said Seth Farbman, Gap’s global chief marketing officer. “By pairing our casting call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap
To bring its 1969 Premium Jeans line closer to the heart of the designer denim industry, Gap opened a creative design office in a gritty section of downtown L.A. last year. Now the company is putting its L.A. vibe at the core of a global marketing campaign that launches today, complete with food trucks and a dog.