brands on a mission

Gap (or “The Gap” to most) was an iconic American brand for a couple decades – great products, great branding, great advertising. They have unfortunately become, in my eyes, one of the finest examples of branding mediocrity in the world today. I can’t think of ANYTHING they do well anymore. Can you?

I have bought staple items – khakis, jeans, Ts, shirts, – from Gap for 25+ years. (i even worked in a store at the world-famous King Of Prussia Mall over the christmas holidays in the 80s. Don’t ask me to fold things.).

Their products were reliable + solid. 

Their stores were clean, well-lit and – at one point – widely imitated by other brands.

Their advertising was iconic. Remember the “Khakis Swing” spot?

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Gap was a great, world-class brand. Admired. Imitated. (and yes, satirized.)

Now? 

Their products have become mediocre at best. Ill-fitting. Poor quality.  Only worth buying when on sale. Not on a par with competitors.

Their in-store experience has become horrendous. Dirty. Wrinkled. Good luck finding what you need in the size you want. Or getting someone to help you.

Their advertising has become predictable + formulaic. 

And that new logo. Really?