Gap 'tunes' in to desire for better fit in denim: iTunes featured in jeans promo

DSN Retailing Today, August 22, 2005

SAN FRANCISCO -- Pull on a pair of jeans, get a tree iTunes music download. That's the latest marketing strategy from Gap, which is hoping to lift its sinking sales by combining a promotional partnership with Apple's iTunes and a star-studded advertising campaign called "Find Your Favorite. "The ads will feature musicians Alanis Morisette, Jason Mraz and Liz Phair singing remakes of their favorite songs while wearing their favorite Gap jeans.

"The idea for our fall campaign is rooted in our earliest history--when we were founded in 1969 we sold just jeans and records," explained Gap spokesperson Rebecca Weill. "Given that music is the foundation of our campaign, what better partner for us than iTunes?"

Gap could use such an association right now, as their two previous campaigns haven't hit the right note. First quarter same-store sales dipped 4% with its most recent Joss Stone campaign, and in the second quarter, comp-store sales slipped 4%. The store also missed the mark last year as comp-store sales in August and September dropped 1% and 2%, respectively.

The promotion, which lasts until Aug. 31, introduces three new denim fits for women (curvy, straight and original) and one for men (straight). Many styles are available for $39.95 until the end of August. The idea to add fits came from customer feedback, Weill said.

Customers are limited to one free music download per store visit (no matter how many pairs they try). From Sept. 1-17, customers who spend more than $60 will receive a CD featuring campaign artists performing their favorite songs.