Celebrities endorsing products: nothing new. Gap Factory, the brand’s outlet store, however is taking the celebrity approach to a different level. Gap hired David LaChapelle to shoot a star studded holiday campaign for the Factory stores that will begin to appear in print and social media ads for the 2014 Holiday shopping season. The ads feature Chrissy Teigan, Chanel Iman, Noah Mills, and player for the New York Giants, Victor Cruz. Stylist George Kotsiopoulus, (most known from E!’s Fashion Police) created his own Gap Factory line. The line will not be available online or any regular Gap stores, but only in Gap Factory outlet stores. “It’s very Gap, but it’s brighter than anything we’ve ever executed,” said Amondo Redmond, director of brand strategy and content at Gap Factory. “I think people will be surprised to see how David was willing to use his eye and use it within Gap Factory and create something really beautiful.”
I have to say, this is a new concept to me. Outlet stores, in my opinion, have always been full of discarded items, often in the sizes typically not bought, and the just plain, “What were they thinking?” items. Typically, if one goes to an outlet store, a certain amount of “digging” must be done in order to find an item to purchase, and most of the time the digging pays off! I have never heard of a company designing a line for it’s outlet stores specifically though. I can see how it attracts the consumer who does not want to spend very much, but Gap owns Old Navy, which is the company’s discounted line. I will be interested to see if the time and money spend into this advertising campaign pays off. I do have to say, it did get my attention though.
Rodriguez, A. (2014, October 17). Gap Factory to Launch New Star-Studded Holiday Push | CMO Strategy – Advertising Age. Retrieved October 19, 2014, from http://adage.com/article/cmo-strategy/gap-factory-launch-star-studded-holiday-push/295453/
(2014, October 17). Retrieved October 19, 2014, from http://gaia.adage.com/images/bin/image/large/HO14_H1_S1_GROUP30254.jpg?1413482155
(2014, October 17). Retrieved October 19, 2014, from http://www.adweek.com/files/victor-cruz-chrissy-teigan-01-2014.jpg