for what it’s worth

stories and stimulus from a consumer insight consultant

Gap taps trio of Young Designers

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Gap is hoping that utilising young design talent will revive its falling sales and so have enlisted the skills of up-and-coming designers Doo-Ri Chung of Doo-Ri, Kate and Laura Mulleavy of Rodarte, and Thakoon Panichgul of Thakoon to each produce a small collection reinventing the white shirt.

The limited edition nine-piece collection for women, to be called Gap Design Editions, will retail from $68 to $88 and be launched in 100 larger U.S Gap stores on April 17th. A large amount of money seems to have gone into the marketing campaign for such a small and inexpensive range, with ads featuring Stella Tennant, Liya Kebede and Carmen Kass posing alongside the designers to be seen in The New York Times, a WWD cover wrap, and the front cover of the May issue of Vogue.

As with the Roland Mouret collection for Gap, the designers’ names will not be on the pieces, but this time their faces will be on the billboards to ‘enhance customer recognition’. The project is an offshoot of Gap’s
partnership with the CFDA/Vogue Fashion Fund to introduce young designers to a broader audience, and from the impressive and affordable pieces seen below should be very successful for all involved.

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via Racked

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Filed under: brand extensions

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