Gap 1969 Premium Denim Jeans – Promotion Strategy , Videos etc..

The launch of the Gap 1969 premium denim has been widely covered by the press . Gap is a large retailer listed on the NASDAQ and it has been showing flat or negative results  for quite some time now –and now the world is watching whether " Gap can do itand whether this new jeans can bring it back on rails..

Here are some miscellaneous points about this launch – its promotion strategy, a video explaining the different styles in 1969 and a behind the scenes video on ‘Born to Fit’

  1. Gap will rely on Facebook instead of TV ads to reach customers. Gap has created a Facebook Page . The ‘Born To Fit’ campaign is designed to make it interactive and anyone with a facebook account  can upload their photos and create  a ‘Born to ….” tagline. So you will find  photos of people with interesting taglines like ‘Born to Smile’, ‘Born to Dance’ , ‘Born to Tell Stories’   and many more .. This  widget is posted on a users facebook profile and if approved, on the Gap’s facebook page also. The idea is clear – let people create their their own widgets around Gap 1969 and share with the world. This way consumers would be themselves marketing the company’s product . Cool..
  2. Gap seems to be luring the stock traders at the New York Stock Exchange to push up the Gap stock price by providing them 1200 free 1969 jeans..Well actually , it was in commemoration of Gap’s 40th Anniversary coinciding with the launch of the premium denim line.
  3. Learn about Gap 1969 from Gap’s Denim architect: This is a nice video from Gap explaining the different women’s and men’s styles and why they think they are so special .
    4. And here is a behind the scenes video for ‘Born to fit ‘ campaign.
      1. I went in to a store in Orlando, FL (I live in NYC) and noticed that the men’s jean they have pinned up to represent the premium line is NOT premium.
        For example, on the call-out on the board to which the jean is pinned, there is an arrow that points to the selvedge. This jean did not have a selvedge inside! And the call-out indicating copper hardware was also obsolete, as the jean actually had antique brass hardware.
        Maybe the Gap will start getting it right when they pay more attention to their in-store marketing!
        Further, don’t premium jeans have a chainstitched hem and inside waistband, along with a flat- felled inseam? I didn’t see this in any of the jeans marketed as “Premium.”

      2. Hi Gorjush,
        Thanks for your insightful observation. I think its more of a problem ,as you rightly said, with their in-store marketing.
        Chainstitched hem,inside waistband etc are very desirable features of a premium denim. But there is no rule that a jeans cannot be called Premium without them..

        Originally Posted By gorjush
        I went in to a store in Orlando, FL (I live in NYC) and noticed that the men’s jean they have pinned up to represent the premium line is NOT premium.
        For example, on the call-out on the board to which the jean is pinned, there is an arrow that points to the selvedge. This jean did not have a selvedge inside! And the call-out indicating copper hardware was also obsolete, as the jean actually had antique brass hardware.
        Maybe the Gap will start getting it right when they pay more attention to their in-store marketing!
        Further, don’t premium jeans have a chainstitched hem and inside waistband, along with a flat- felled inseam? I didn’t see this in any of the jeans marketed as “Premium.”

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