Retail Industry
Industry: Email Alert RSS FeedGap '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?"
Most RecentRetail Articles
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.
Brought to you by Oracle
- Selling Through a Slump - An Industry-by-Industry Playbook to Help You Prepare for the Recovery
- Create Enduring Customer Relationships
- Self-Service That Really Serves
- Retailers' Response to the Global Economy Downturn - Enabling Immersive Shopping Experiences
Most Recent Business Articles
- How do I determine my retainer fee?
- Why fly solo when an executive assistant can accelerate your CLNC® business?
- The CLNC® mentors held the key to my first case and to my CLNC® success
- Atlanta CLNC® 6-day certification seminar photo galleryplus sign up today for spring 2009 to save $100.00
- Speak to a full-time practicing CLNC® consultant
Most Recent Business Publications
Most Popular Business Articles
- Using object-oriented analysis and design over traditional structured analysis and design
- Big Fish Games Migrates Upstream to Fisher Plaza; High Growth Online Gaming Firm Vaults Fisher Plaza Occupancy Rate Above 90%
- Top of the line: some of the world's most well-respected doctors practice in South Florida. A guide to choosing the best physician specialists - Top Doctors in South Florida
- Sand filter basics: high-rate sand filters can be confusing for those new to the business. Understanding valve modes is the key
- BEHR Paints Introduces a Colorful New Way to Paint and Prime All in One with BEHR Premium Plus Ultra™ Interior
Most Popular Business Publications
Content provided in partnership with http://findarticles.com/source//


