While The Gap has always prided itself on multi-cultural marketing and advertising, this year’s Holiday campaign called “Merry Mix It” has a much heavier emphasis on targeting the “urban” ahem African-American consumer. Yes the campaign features broad appealing celebs such as John Heder, Rainn Wilson…heck even the Dixie Chicks. But take a look at who really dominates the campaign: Flo Rida, Trey Songz, Janelle Monae, Jennifer Hudson and Ashanti. That’s a lot there.
Based off 2008 Q1-Q2 Harris Research data, African Americans currently count for 10% of the Gap market and is growing. CEO Glenn Murphy recently told analysts they would start focusing on tailoring promotions to specific markets. This explains their recent shift to go “urban” as more Gaps have also recently opened in cities and not the usual suburban neighborhoods. Heck…this video with Flo Rida and Trey says it all. Here is a look at their recent ads as well.
Question is…will it work or is it better to stick with their current main target demo of the 74% Caucasians? Like many retailers now, The Gap is struggling. Could the “urban” market be its saving grace? I’d love to hear comments on marketing strategy here. (I’ll delete racist comments. WoooHa, Inc. is for the people).
I think I’m go to the GAP…
Gap is certainly looking to attract more African Americans into its stores, but the Christmas campaign with hip-hop stars is probably not an attempt to target them specifically; in fact I’d argue that, if anything, Gap is hedging its bets with a wide variety of celebrities. There’s plenty of evidence to suggest that most hip-hop records are purchased by white folks (like myself), which is a more complicated discussion, but I don’t think anyone could disagree that hip-hop has a pretty broad appeal these days.
YOu know they carefully plan these things and the artists they choose. First of all those first couple artists are from Atlantic Records where they cut a deal. PErsonally, it’s not hip-hop music fans, I still think it is people like me (African-American, decent income, working) that would be on the fence about going in The Gap. I been in once or twice. I would say they are trying to reach us on the fence guys and then also get us in the store for gift giving. 10% AA? Id buy that. I even seen more workers too.
No they wont pull it off. When they shut down a couple hundred stores Circuit City style in Q1 2009 you will know they didnt pull it off. Besides they got serious branding issues if you wanna talk on that level. We all know that Gap is for the white folk. – Thats not racist Yeti. Thats the truth. Thats the real perception out there. Its too “white” no matter if they got hip hop R&B whatever.
Cosign TARN – you cant be at a black mall walking into a gap without knowing someone snickering at you
Is that Napoleon Dynamite with Janelle? I rock GAP every once in awhile and I’m not ashamed, they just trying to reach out for more dollars and cents.
Ashanti looks good – Flo Rida is the best they can do?
Ok some of y’all are trying to give me a complex..I shop the Gap faithfully for casual clothes. I’m African American, dress pretty conservatively..so yeah it works for me.
I love seeing all the brown faces in the campaigns but I don’t know if it will sway other brown faces to shop there. We shall see.
@ SHAY – keep doin what you are doing with your own style that fits you. That’s all that matters. I don’t shop at GAP but I just hope it doesn’t get shut down. The rumors in business world are starting that they will shut a bunch down in the next year.
Its affordable, fashion is simple but good, so why not?