Gap is Trending Again, Thanks To KATSEYE

Within the past year, Gap has had a resurgence in relevancy because of their campaigns with popular musicians and online influencers. Most notably, their campaign with global girl group KATSEYE went mega viral online because of its clean choreography, styling, song choice (Milkshake by Kelis), and arguably the most important factor, timing. They released the ad in the midst of the group’s new EP and promotional tour. Most importantly, this came right after Sydney Sweeney’s controversial ad with American Eagle, which gave Gap even more of a positive image in the market and allowed them to tap into the emotional appeal of their audience.

All these elements started a new era for the brand to target a younger audience and slicker brand image. This is all an example of positioning. There are no other brands in the current market that are doing choreography-focused ads like they did with KATSEYE. What makes it unique is the ad isn’t necessarily focused just on the clothing. They found a way for the group’s visuals to be the focal point and the jeans to be a secondary factor, that way people remember the ad for how appealing it was and its link to Gap. This strategy is used a lot in today's climate because consumers can often sniff out when they are being sold to. On top of that, each individual member of the group is from a different country which helps them appeal to a global audience. It also strengthens their brand identity and subconsciously reinforces the idea that their jeans are made for everyone. This specific ad did so well for the brand, they have continued this trend by pairing with musicians such as Sombr and Young Miko. 

This example of Gap’s strategy reveals how important brand image and identity is. There is not a single way a brand can stay relevant forever, there has to be a shift in strategy in order for them to continue selling clothes in an ever-changing market. Coming right after the controversial American Eagle ad, the timing of this campaign was perfect and a pivotal factor in its success. However, over time the interpretation has changed towards focusing on the song, choreography and trendiness of the group. Overall, this specific ad did wonders for Gap, and KATSEYE, and has communicated that they are ready for a new era of their brand.