홀덤 보드 카페 but said it was similar to what it spent last year, except with a much heavier focus on social media and the Web.
Executives say the online push is a way to reach a slightly younger demographic.
The campaign is the first major marketing push by Gap Inc. since a management shake-up in February ended with a new brand president, chief marketing offer and ad agency.
Gap, which used to be a retail darling, is struggling to regain its cache after merchandising misfires, slumping sales and shrinking profits that began well before the current recession.
The company’s Gap division hasn’t posted a sales gain on an annual basis since 2005.
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