Fall Campaign Features Gap’s Iconic Denim; Engages Consumers through Digital ContentGap’s fall global marketing campaign – Back to Blue – celebrates the brand’s heritage with a campaign spanning print, outdoor, social, in store, and digital. It’s the broadest-reaching campaign in the company’s modern history, reflecting the dramatically changing media landscape.
“Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray – clothes you can wear almost anywhere but never forget who you really are.”
The global campaign includes new digital content every day, across many global platforms. Gap has also updated its Styld.by platform – which partners with popular bloggers and style experts to curate the best fall looks.
Extensive lo-fi digital content features 24 influential millennials – like Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann – sharing simple, raw and relatable stories about what it means to be one’s most authentic self. Each wears their favorite pieces from the fall Back to Blue collection in short films and photographs.
“Just as our fall collection shares a fashion perspective that’s iconic, confident and accessible, each element of our marketing campaign celebrates Gap’s denim legacy in a truly authentic way,” Farbman added.
Grounded in 1969 denim and iconic layering pieces like denim jackets, sweaters and chambray shirts, Gap’s fall collection is an authentic expression of Gap’s optimistic and casual sense of style.
The women’s collection features rich, indigo denim washes in popular fits such as the 1969 Legging Jean, Sexy Boyfriend and Always Skinny. Also big for fall is the assortment of denim jackets, particularly the Moto Jacket in 1969 Denim and the 1969 Drop Pocket Jacket.
The menswear collection is focused on classic signature fits and modern basics. Highlights include the 1969 Slim and Straight jeans, and the 1969 Chambray Shirt and Utility Shirt.
To follow the #BacktoBlue story and join in the conversation, like Gap on facebook.com/GapPhilippines and follow them on Instagram under username @GapPhilippines.
Gap is exclusively distributed in the Philippines by Casual Clothing Specialists, Inc. (CCSI), a subsidiary of Stores Specialists, Inc. and is available at Glorietta 4, Robinsons Magnolia, SM Mall of Asia, SM Megamall, Shangri-La Plaza, Bonifacio High Street, Trinoma, Alabang Town Center and Abreeza Mall, Davao.