Friday, January 2, 2015

Gap's 'Dress Normal' campaign flops

We thought the ads were great, which shows how much we know about the aspirational nature of slaves to fashion. Slate has the bad news:
Gap’s comparable sales for November were down 4% versus a 2% increase last year. Sales were down 7% year-on-year in October and declined 3% in September. Gap's other brands, Old Navy and Banana Republic, saw sales increase this last month—so this is a Gap-specific problem.

Whereas dressing comfortably, sensibly and tastefully is laudable, we suppose dressing to be ignored is a bridge too far. Maybe the commercial should have thrown the aspiring viewer a bone and had the golfer more enthusiastically notice the distaff dancer, although that may be precisely what the ad was trying to avoid. There are three more clever ads here.

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