The Background and Ask
Founded in 1969, Gap started off by selling records and Levi jeans. Throughout the brand’s history, the company has smoothly transformed into a mainstream retailer that displayed unique styles tailoring to the mass market. Each Gap store has sections for infants, kids, and adults (Baby Gap, Gap Kids, Gap). My team and I were tasked to choose a declining retail brand, revitalize the retail experience, and create a campaign to increase sales and foot traffic.
While doing an analysis on the infant apparel industry, we found that products were becoming more niche. Social media surveys told us that Baby Gap didn’t stand out from the other brands enough for the parents to spend money on its products.
The Research & Findings
To truly understand the Baby Gap brand and baby apparel consumers, we conducted an in-store analysis, which composed of observing the local Gap store and conducting in-person interviews, researched on social media (Facebook, Twitter & Reddit), and conducted further secondary research (Mintel, U.S. Census Bureau, Statista, ect.). Here are our key findings:
2) Gift giving allows you to show how much you care.
Gift giving has been the norm to show a loved one how much you care for them. Evidence of hits phenomenon can be seen online and on social media.
1) Gifts were being bought at Baby Gap.
50% of participants we interviewed at the local Gap store stated they were buying the products as gifts. Others stated they often go to Baby Gap to search for items as gifts.
4) Good cop, bad cop.
With parents on the front lines of raising their children, they often have to be the bad cop. Grand parents are allowed to play the good cop, because they don’t see their grand kids as often.
3) The power of Boomers.
Boomers are the generation that is the least targeted by marketers, while possessing 70% of the nation’s disposable income.
Spoiling your grand children has become more popular than ever.
The Target: The Nostalgic Grandparent
With many parents stating that Baby Gap products were too high and discovering the purchasing power of the Baby Boomer, we decided to target the nostalgic grandparent.
Make Baby GAP the destination for finding something special for the little one in your life.
Creative Campaign: Come Together
The objective of the campaign was to bridge the gap between generations by creating an experience that can be past along from one generation to the next. This campaign would bring in the Boomers through nostalgia by capturing the look and feel of the 60’s, 70’s, and 80’s relevant cultural movements.
The In-store Experience
Social Media Executions
Baby Gap Bundle (Subscription Box)
Thomas Carroll: Experience Designer
Bianca Declaro: Art Director
Anthony Jorgenson: Copywriter
Hunter Kelly: Strategist