What Is Gap Doing? No, Seriously. We Have No Idea.
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When I was a child, my dream in life (after becoming a ballerina and/or a pastry chef) was to be a Gap model. It was my favorite store in the world. I owned two zip-up polar fleeces of identical design in different colors. Back to School shopping was paradise. So it deeply saddens me to state now what has become increasingly obvious with each passing year: Gap is a disaster.
Gap has been struggling for years, circling through various designers in an obvious attempt to get back some brand identity and return to their glory years. Their ad campaign “Dress Normal” didn’t do it: it was panned almost across the board. The latest addition to Dress Normal is, as Fast Company reports, even more nonsensical: the company is debuting a short film series on Instagram starring Jenny Slate and Paul Dano that apparently other brands are going CRAZY over because these videos loop.
The Gap experience: it never ever ever ends.