CHALLENGE

On the cusp of a global recession, Gap was vexed by a lack of appeal in its merchandise and waning interest in the brand. The company attempted to shake off the perception of being perceived unfashionable by breaking into the prestigious — but very competitive — premium denim business with a line called 1969, that offered the fit and feel of pricey jeans at half the cost.

Gap conceived of “Born to Fit” to introduce 1969 and to celebrate the brand’s 40th anniversary. Rooted in an interactive campaign, Gap wanted to inspire fans to express their personal style and proclaim what they were born to do across a gamut of digital media.  Dynamic yet lacking offline consumer engagement and retail marketing integration.

SOLUTION

Create a Gap consumer experience, in settings both large and small, to introduce 1969 jeans and build buzz.

On one day Gap took over the New York Stock Exchange, dressing 1,100 traders to create a sea of 1969 denim as the Gap team rang the closing bell. That same week more than 700 retail stores marked the momentous anniversary by simultaneously hosting acoustic concerts, where new and old customers reaped exclusive incentives.

Gap also opened two pop-up stores in high-profile locations in New York’s SoHo neighborhood as well as West Hollywood in Southern California. Anchored by 1969 jeans and interspersed with exclusive products, the stores showcased Gap’s modernized fashion sensibility. 

Bloggers were also tapped to spread the word. The select group of fifty men and women hosted in-home denim fit parties for their fashionable friends. Each guest received a free pair of denim and an additional incentive to shop the collection.

IMPACT

Thousands of consumers celebrated the milestone. Each store event proved profitable. The temporary pop-up in West Hollywood led to a multiyear lease on a permanent space for the 1969 brand on trendy Robertson Boulevard. The 360° campaign increased Gap’s Facebook community 43%. Fifty bloggers produced 150 blog posts and generated over 3,500 comments dedicated to 1969 denim.