• The New York Times, Wednesday, June 7, 2006 12:15 PM

After a marketing hiatus sparked by a period of introspection and reevaluation, the Gap is back. Beginning in July, the popular clothing retailer will return to the advertising scene with a new campaign to introduce its new fall clothing line. The effort will once again include print ads featuring celebrity endorsers and for the first time, the company says it will change store window displays once a month rather than once a season. The initiative marks the beginning of a new "back-to basics" fashion strategy for the company. After straying from its casual roots and alienating loyal customers along the way, Gap is trying to reclaim the four clothing areas it once dominated: denim, T-shirts, hooded sweaters, and basic pants. The Gap's problems began when shoppers grew weary of its seemingly ever-changing fashions, which drifted from weekend casual to higher-end career wear and back again. As a result, sales at stores open at least a year declined every quarter in the last year.

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