• by Sarah Mahoney , Staff Writer @mahoney_sarah, February 28, 2024

Just in time for spring, Gap is rolling out an infectious new campaign with afrobeat sensation Tyla and Jungle, the British band.

Energetic choreography doesn’t just show off the slouchy ease of linen clothing. The spot also looks to evoke the dance-driven energy the brand relied on decades ago. (Remember the famous jeans-versus-khaki dance-offs of 2000?)

Erika Everett, head of marketing for the Gap brand, tells Retail Insider how Gap can find its way back.

Retail Insider:You’re relatively new in this role after many years at Old Navy. And you’ve got a tough job. Gap’s sales have declined for years, and many feel the brand has lost its way. How might this campaign change that?

Erika Everett: We're on a brand reinvigoration journey here, and this campaign feels like getting back to what made Gap Gap. We’ve been sharpening our strategy establishing a playbook around purpose, product relevance, experience and execution.

This campaign anchors around our purpose of championing originality. Both Tyla, who just won a Grammy, and Jungle are very relevant right now. This is very of-the-moment.

Retail Insider: Why focus on this collection?

Everett: Our products are loved essentials -- that’s what we're known for. By showing our product with relevant talent, strong creative and showing up in the right places on social media--– especially TikTok and YouTube -- we’re inviting the right audiences to engage with the brand.

We're representing creativity, originality and individuality. Tyla even styled the linen products to make the look feel like her.

Retail Insider: Who is the Gap audience these days?

Everett: Our core audience is in the range of 18 to 44. Often they are moms, but I don’t like to generalize.

As part of our brand reintegration efforts, we're looking deeper at our customer segmentation and how customers consume content.

Culture is shifting. So this is about more than demographics, and there's work to be done. That is part of our journey.

We still want to serve the customers we have and invite new customers in. We think we can do that with what we’ve done historically by shaping cultural conversations around fashion, music and entertainment. This campaign is the first step in that direction.

Retail Insider:Talk about moms versus not moms. Gap ads often feature kids, and your children’s apparel is big business. But does the mom vibe turn off younger shoppers and make them think, 'But Gap is my mother’s brand, not mine?’

Everett: Ideally, we'd like to be seen as having something for everyone. We’re multi-generational. This campaign isn’t about anything but story and emotion, and those are the things that will get the brand back in conversation.

It's about emotionally connecting with consumers across all generations.

Retail Insider: What brands do you consider your main competitors these days? Uniqlo?

Everett: We have lots of competitors that offer a range of essentials. Uniqlo, Abercrombie, American Eagle and J. Crew are in there. Many specialty retailers play in this space.

That's why it's more important than ever for brands to define what they stand for and lead with that.

For us, that means getting back to the pop culture space and then showcasing how our product can be styled and made your own.