Gap has experienced well publicized struggles with its marketing identity, top management turnover, and declining revenues, so in order to move forward, it has taken a step back in time — to its 1969 founding.
Seth Farbman, Gap’s global CMO since last year, described Gap’s rediscovery of its core heritage and its new digital initiatives during Ad Age’s Digital Conference on Tuesday in New York.
Gap’s return to its 1969 heritage is part of a broader business strategy. From Farbman’s standpoint, Gap’s retrospective turn was a natural homage to the brand’s founding couple, Don and Doris Fisher. He explained that the name was meant to convey the generation gap, and the business was based on the idea that only one percent of jeans sold at stores fit right. The move to revert to 1969 actually started in 2011, when the brand created documentary videos about its denim studio.