Monday, February 18, 2008

Gap's Many Sounds

Clothing retailer Gap is partnering with partnering with San Francisco creative development and production company, Rehab, to create a series of songs based on specific colors. The partnership is the result of Gap's intention to launch its new spring campaign, "Color Redefined." You may find more information about Gap's new prgram

Overall, I think this should be really successful. However, I wonder if Gap will role out something similar for Old Navy. It seems like Gap Inc. could do something similar as both Gap and Old Navy have somewhat similar demographics in terms of people who visit their websites. This is according to

Gap Website Demographics

Old Navy Website Demographics

Both brands over-index on females, ages 25-34, visiting their websites. However, appears to be frequented more often by Asians, while Old is visited more by African Americans and Hispanics. Therefore, it may be important for Gap Inc. to make sure its music selection is appropriate for its targeted online consumers.

Source: Advertising Age.

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