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Article: Gap brightens color palette in ads aimed at mainstream;White-washed campaign axed; TV commercials tell new `Story'.(Brief Article)(Statistical Data Included)
- Article from:
- Advertising Age
- Article date:
- March 20, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Gap is embarking on a new, more colorful advertising direction that takes its cue from the Broadway musical "West Side Story." Gone is the signature all-white background in the new Gap campaign breaking on ABC's Academy Awards broadcast. The effort now focuses more on mainstream faces and a more diverse mixture of clothing in a bid to draw in consumers who may have been turned off by Gap's earlier approach. "The Gap's marketing campaign of spring to fall 1999 was notable for reducing its valuable, broad appeal by focusing too narrowly on an edgy, youth-oriented image," said Goldman Sachs analyst Barbara Miller in a January report. KHAKIS VS. JEANS The first three new ...
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