Baby Gap

Background

Founded in 1969, Gap started off by selling records and jeans and has made smooth transitions into new decades with their new unique styles. My team was tasked to rebuild a declining retailer's brand experience and create a campaign and we chose Baby Gap. 

Considerations

  • The evolution of the brand and styles
  • Cultural trends with baby apparel
  • Cultural shopping trends

The Problem

From multiple qualitative interviews, mothers with infants stated that Baby Gap clothes and accessories were too pricey. Baby Gap was positioned between luxury and bargain baby apparel. Mothers would rather purchase from bargain brand baby apparel because of babies' outgrowing their clothes but the brand wasn't considered a luxury brand.

Research & Brand Truth

While conducting observations inside the local Baby Gap store and interviewing numerous customers, we found out that Baby Gap customers' purchases are for their babies and others' babies both 50% of the time. Baby Gap products were being bought as presents more than any other baby apparel brands.

The Cultural Turth

A piece of today's culture revolves around showing people you care about them. In America's culture, people do this buy giving gifts to their loved ones.

The Opportunity

Marketing and advertising mainly targets the millennial cohort today due to this generation steadily contributing to the economy. With 70% of the national disposable income, the Baby Boomer generation surprisingly does not get much attention from marketers. As millennials growing into adulthood and are having kids and Baby Boomers becoming grandparents, we saw that targeting Baby Boomers was our best opportunity. 

Strategy

To make Baby Gap the destination for gift giving.

Creative Concept: Come Together

From Gap's founding in 1969 from music and jeans, our Come Together campaign captures the nostalgic moods of the 60's, 70's, 80's, and 90's through apparel, records, and other pop-culture accessories and shares the best of the past generations for the future ones to come. come. 

Executions

  • Rebranding store layout for a multigenerational experience
  • Baby Gap Bundle (Subscription Box)
  • Polaroid rip-off magazine print ads
  • Facebook ads

Collaborators

Kelly O'Keefe: Brand Strategist, Brand Management Professor

Berwyn Hung: Creative Professor

Thomas Carroll: Experience Designer

Bianca Declaro: Art Director

Anthony Jorgenson: Copywriter

Hunter Kelly: Strategist

 

Billboard Execution

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Brand Manifesto

Store Layout

Store Experience

Baby Gap Bundle and Website

Magazine Executions