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Struggling Gap Rolls New "Khaki" Campaign

  • Brandweek, Monday, January 22, 2007 11:45 AM
The Gap hopes that star power and a new focus on khaki apparel will give its struggling sales a shot in the the arm. A new integrated campaign, "khakis with attitude," that includes national print and outdoor in select markets, features the store's apparel as worn by actors Kyra Sedgwick, Kate Mara, Chris O'Donnell and others.

Laird + Partners, New York, created the campaign. It comes in the wake of the departure of two top Gap executives earlier this month, when Denise Johnston, president of Gap's adult division, and Ivy Ross, head of product design for Old Navy, left the company. That brought to 10 the number of senior executives who have vacated top jobs at the company, including Kyle Andrew, vice president-marketing for the Gap brand.

The company is trying hard to dig its way out of a decline in same-store sales that has plagued it for 28 out of the last 31 months.

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