Powering your brand.

myGAP: Elizabeth Megrabyan, Holly Christopher, Robert Davis

Powering your brand.

WHERE IS GAP

NOW?

WHERE IS THE CONSUMER?

“GAP is no longer relevant. It’s boring,

low quality.”

Expand GAP’s online presence.

Introduce GAP to the digital

audience.

Use social media & digital efficiently.

Bring back traditional advertising.

WHERE DO WE GO FROM HERE?

Expand GAP’s targeting to include

Generation X. “GAP isn’t just for Millennials.”

“No, I haven’t seen any GAP ads.”

“Gap doesn’t come to mind when

thinking about jeans.”

Introduce Gap jeans in a new way,

making it accessible & the “go to”

retailer for denim.

Campaign Objective:

MAKE GAP THE #1

DENIM RETAILER.

Secondary Objective:

INTRODUCE myGAP

SUBSCRIPTION

SERVICE TO WOMEN 25-

49.

myGAP is a subscription service that delivers Gap

denim to consumers’ doors.

Bringing denim to your door;

opportunity to the world.

68% reported they would like the idea of having jeans delivered to

their door.

92% of those individuals said they would like the idea of receiving

additional items such as tops, accessories, etc. to try-on as well.

myGap survey: 64 participants, 81% female

18-49

88% wear jeans at least once a week. 45% stated they wear jeans

at least twice a week. There is sufficient data to suggest that jeans

continue to be an indispensable item of peoples wardrobes

77% of survey participants dislike shopping for jeans which means

there is a consumer base that would prefer to have shopping for jeans

made easier. This is where myGap saves the day!

myGap being advertised through YouTube primarily is a competent

decision when survey participants reported that they viewed

advertisements for jeans online 58% of the time.

$70

3 pairs of

jeans

A new box

every 3-4

months

• During sign-up, consumers can opt in to receive an extra surprise item (t-shirt, sweater, fitness attire) on a 20% discount. Consumers will also be asked to share a tracked link with 3 friends, to receive a free gift in their first box.

• Consumer keep one pair and mail other pairs back or can return in store. Box contains shipping materials. If Gap does not receive the pairs back within a 40 day period, consumer is charged for other two pairs.

• Gap look book with styling tips

• Postcard reminding consumers to post content to social media platforms to be featured on Gap social pages and recommending the service to a friend for a free item

TARGET AUDIENCE:

WOMEN 25-40

BLEND OF GEN Y AND

GEN X

The myGAP woman

• Women currently drive between 70-

80% of all consumer purchasing

• Responsible for making purchases

both for themselves and their families

• Millennials love posting about new

purchases and experiences

• Drawn to companies that support

causes/charities

• Drawn to conversations and

authenticity - not bullhorn advertising

• Very frugal and appreciate

reasonable price points

What do we know about GEN Y?

What do we know about GEN X?

Set the pace when shopping. It takes considered effort to win their

business for them to become loyal

customers.

60 million people.Almost one-third of net worth dollars and

slightly more than that in total income

dollars in the United States.

Feel like they decide the

outcome.Outspoken and will give their input.

More likely to participate in post-box

surveys.

Caretakers Kids, college tuition, older parents.

Need products that bring fun and

simplicity to their lives are welcome.

ReviewsSearch for reviews and opinions online

before making a commitment. Pay

attention to reviews on sites like Yelp.

Skeptics.Communication must be clear, with

lots of details. A refund/money-back

guarantee will help build trust.

Success of

Subscription Services

• Affordable, free shipping

• Low/no commitment

• Keep/pay for only what you like

• Can opt-out of the shipment

• Simple returns

• Referral incentives

• Subscriptions shipped are styled

personally for the consumer based on

their profile, preferences, and feedback.

Bringing “opportunity to the world,” HOW?

Sustainability:

• Recyclable Materials

Corporate Responsibility:

• P.A.C.E program

• Empowering women

• In-home shopping parties

SOCIAL MEDIA

MEDIA MIX

BUDGET: 20.3 million

TELEVISION STREAMING

APP NETWORK

OUTDOOR

YOUTUBE

SEARCH

VIDEOVO: Shopping for jeans

isn’t always…fun. Skip the

store. Find your perfect

pair at home. myGAP –

bringing denim to your

door.

TELEVISION & STREAMING

SOCIAL MEDIA

OUTDOOR

145 malls

50 DMAs

1900 screens

Flight: 2 week

Spend: 150K

Est. impressions: 80 million

OUTDOOR• Nationwide network of

upscale nail salons and spas

• myGAP 30 second

commercial will be televised

on “Gloss TV”

• Television screens in over

350 nail salons (also located

in malls) and spas nationwide

• Geo-Targeting

• Flight: 2 week, runs 4x every

hour

• Spend: 150K

• Est impressions: 3 million

monthly

INFLUENCER PROGRAM:

Un-boxing videos

Exclusives

Fan sign-up codes

Authentic commentary

Spend, Flight & Impressions:

Depends on Influencer following &

requests

MULTICHANNEL NETWORK

APP NETWORK