for what it’s worth

stories and stimulus from a consumer insight consultant

GAP WANTS MORE STYLE CRED

Gap have just re-launched the skinny black pant and have named it ‘The Audrey Hepburn Pant’, in an attempt to gain kudos from allegiance with the iconically stylish actress. You may have already seen Gap’s new “Keep It Simple” TV spots which juxtapose classic footage of Audrey Hepburn dancing in scenes from the classic ‘Funny Face’ in skinny black pants to the 1980 AC/DC hit song “Back in Black”.

Gap’s creative director Trey Laird says of the idea-

“We wanted to do something really special to re-launch our skinny black pants and thought who better to showcase them than actress Audrey Hepburn – an iconic woman famous for dressing with
sophistication and classic style.”

Not everyone seems impressed however, and the Guardian today write about the public feeling towards another large corporation using a dead celebrity to sell a product.

So Gap have decided to beat back negative comments through their charitable donations-

“In celebration of the launch of the “Keep It Simple” ad campaign, Gap is
making a generous contribution to the Audrey Hepburn Children’s Fund.”

To be honest it looks like Gap are just re-using the idea from very clever Volkswagen and Gene Kelly advert, but with not nearly as successful an outcome.

watch the advert
Volkswagen ad

Filed under: ads that caught my eye, , ,

ROLAND MOURET HAS DESIGNS ON GAP

Yesterday Gap announced that as his first project for 19 RM Roland Mouret has produced ten dresses for their autumn winter collection, arriving into the UK shops on 7th November. Three of these designs will be sold as part of Gap’s Red range, with 50 per cent of the profits going to the Global Fund to fight Aids. So that’s one more designer going to work on the high street- no need to spend huge amounts on outfits any more- just sharpen your elbows for a fight to the door and you could be wearing clothes by many of the top names this season, and still have money for a taxi to the hospital!

Filed under: brand extensions, products with a purpose, ,

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