Gap highlights cultural creators with ‘Icons’ campaign, NFT competition
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Dive card:
- Gap puts the cultural forms at the center of its autumn campaign, entitled “Icons”, according to a press release. The campaign was launched on 6 September and will run across digital media, out-of-home and Gap’s brand channels.
- “Icons” enlist those who use their platform for change and promote loose-fitting, everyday use. Featured in the campaign are actress and New York Times bestselling author 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 the chance to have it turned into an NFT and placed on a hoodie. The campaign is in line with the brand’s year-long inclusion efforts, with digital elements that can help attract younger consumers.
Diving Insights:
Gap’s latest move and overarching message of inclusivity is a common theme for the brand and falls under its “modern American optimism” through the line first introduced in 2020. Such similar themes were recently portrayed in the latest Gap Kids campaign and were also evident in last autumn’s adult campaign, “Individuals”, which also enlisted a variety of different personalities who used their voices to instigate change.
In many ways, this autumn’s ‘Icons’ campaign mirrors last year’s efforts, with an influential, star-studded approach that can increase interest in a wide range of local communities. Promotional materials include playful 15-second spots featuring Labrinth, known by many for her work on HBO’s “Euphoria,” and actress Selma Blair, a well-known advocate for those battling multiple sclerosis. The campaign that shows the personality will debut on digital channels, out-of-home and Gap’s brand channels. Gap also invites consumers to use the hashtag #HowYouWearGap on social media.
The campaign is intended to promote, among other things, loose denim in organic cotton, high-cost 70s denim and big white shirts. The campaign also boasts responsible fabrics, and touches on a growing concern for sustainability as the brand battles fast fashion competitors in an age of many. cut down on expenses. However, many will pay the price for responsible production: 67% of consumers prioritize the use of sustainable materials when discussing their purchase, according to a McKinsey report. Furthermore, 63% of consumers prioritize brands that promote sustainable practices.
Stepping outside of more traditional brand tactics, Gap also launched the Gap Logo Remix project, which invites artists to design a Gap logo. Customers will have a say on what looks best, by voting on three designs that will then become NFTs and be printed on hoodies to be sold on the brand’s website. Gap also hosts NFT-interested fans on its own Discord server, another ploy to foster a community that could promote access to first-party data as it looks to appeal to niche communities among Gen Z, Gen Alpha and millennials.
Gap has previously dipped its toes into the digital space, having collaborated with artist Brandon Sines, the mastermind behind the Frank Ape comic, to create an NFT collection based on Gap’s signature hoodie. In July, the company partnered with French NFT brand Dogami to create digital pet merchandise. Both collaborations also included a tie-up with open source blockchain platform Tezos, known for its emphasis on a low carbon footprint. The brand in May also launched its Club Roblox Boutique, designed to replicate a Gap Teen store.
As financial problems persist, Gap 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 last year to $3.86 billion , according to the company’s latest income statement. Similarly, Gap fell 10% to $881 million, a decline credited to category mix imbalances, store closings and inflationary pressures.
