Gap has decided to rebrand their overall marketing campaign. While their clothes have always been simple and somewhat “normal,” Gap is pushing for people and average consumers to lighten up and worry less about what they wear. One of the marketing agents involved in this campaign discussed the importance of actions speaking louder than clothes. In this campaign, Gap is trying to get people to use their actions, rather than clothing, to tell people about their personalities. People who don’t need clothes to tell people about themselves should buy Gap’s simple and elegant clothes. They have received some criticism for this campaign because using the word normal can cause problems with people who don’t want to dress in Gap’s style. Are these people not normal anymore? It also creates a problem in the advertising industry. Because we can manipulate what people think is every day life and how things should be, using the word normal can be definitive in a negative way. In other words, creating a culture where Gap’s clothing is the only acceptable type of style may not be the best world to live in. All creativity and personality is dulled.
Overall though, this campaign is great for Gap’s target audience, as most of their loyal consumers do not want to wear crazy leopard print leggings or skull crop tops.