What the Gap? Gap Teams Up with Emerging Designers for New Campaign

The Gap has recently enlisted three emerging designers for a new campaign that will be launched later this year. According to industry peeps, the three designers, Doo.Ri , Rodarte, and Thakoon, were given plan white shirt to “redesign” in their own unique style.

From Fashion Week Daily:

The San Francisco-based retail giant, who’s currently actively searching for a new CEO, has enlisted 2006 CFDA/Vogue Fashion Fund winners Doo-Ri Chung of Doo.Ri , Kate and Laura Mulleavy of Rodarte, and Thakoon’s Thakoon Panichgul to design a limited-edition collection of specially designed pieces called Gap Design Editions that will be sold at 100 of its larger stores.

While I am a fan of Doo.Ri and Rodarte– I have just one question.. what’s the point of this campaign? Why is the Gap still trying to compete with the H&Ms, Mangos, and Targets of the world? Whatever happen to just being good at what you do? It seems that the folks at Gap, Inc still don’t get why we shop at their stores.


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  1. Deborah says

    This is an interesting article about the former CEO of Gap, Inc. now at J.Crew and doing really well. Seems to have learned from his mistakes: http://www.time.com/time/magazine/article/0,9171,1599694,00.html

    But it seems that they are doing better. I heard it on NPR this week, that due to that dreadful boyfriend khaki campaign, and the PRODUCT(RED)campaign sales are up 16% this month—http://www.gapinc.com/public/Media/Press_Releases/med_pr_2007MarchSales041207.shtml

    Go fig.

    At least they know their bread and butter is made from khakis. If only Gap new it didn’t need to try so hard to be trendy…

  2. TBF says

    Hey Deb-

    Thanks for the interesting article about the former Gap CEO.. very interesting.. I’ve been very impressed by J.Crew- especially their somewhat reasonably priced bridal dresses for under $300.

    Upon reading the press release it does seem that the Gap Inc’s improvement is from Bananna and Old Navy (+10%) rather than the Gap itself (+3%). It also makes sense, since many shoppers are preparing for the spring summer season

  3. says

    What is the GAP missing?
    I know it’s missing something but I can’t seem to put my finger on it.
    All I know is that every time I walk into a Banana Republic or GAP store, I get bored, angry, and then I leave while muttering various explicatives under my breath.
    While I can always find a simple black belt or simple pair of khakis when I need to, I (and the rest of the nation) wear so much more than that.
    Perhaps they are missing:
    -Trend (like new takes on the classics such as bright colors added to their already sturdy khakis; new dresses in colors other than black, white, and blue; or just a very good marketer.
    -New designers
    -Me (and millions of others) shopping at their bland store

    And perhaps they should tone down on the celebrity endorsements…it gets really annoying when you see Liya Kebede (supermodel) posted on the dressing room door in the same pair of jeans you are trying on.  Needless to say, they don’t look NEARLY as good on you as they do on her, so you put the jeans back, and run out of the store crying.

  4. Anne says

    They sure are missing something, Latia.  I walked into the Gap outlet with a 25% off coupon the other day, saw NOTHING in the racks and piles of clothing that I wanted to buy for myself or my daughter, and handed the coupon to another shopper and left.  I’ve written to the Gap people and they just do not get it.  When their outlets are chock-full of nothin’ that sold, you’d think they’d figure out why?!

  5. Jenn says

    I love the Gap, or I used to!  People always asked me, “Where did you buy that, the Gap?”  However, lately I find that all they sell are very basic clothing that appear poorly made but cost about $50 a piece.  Honestly, I’ve become so dissapointed with them that I’ve had a $50 gift certificate for a few months now and don’t know how to spend it!?  The Gap always represented a classic and casual (not basic) look … I could always find a suit, dress, or a pair of jeans I could wear for years to come and they were made well enough that I could literally wear them for years to come.  What happened?  I’m glad to see they are trying something different and hopefully will improve their style, selection, and quality.
    Jenn :)

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