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The Gap takes marketing on the road

A woman walking in front of a Gap store in San Francisco.

Bob Moon: The Gap is trying to get past a big gap -- in sales.
So for fall, the clothing retailer is rolling out
a host of new denim designs, and -- tacos?

Marketplace's Mitchell Hartman explains.


Mitchell Hartman: A recent Gap ad features supermodels Anja Rubik strutting her "stonewashed stuff." She usually walks the runway for high-end fashion houses like Gucci.

But Gap's also trying a low-brow approach. Taco trucks -- branded "Pico de Gap" -- will roll out in New York, L.A. and other cities to plug the new jeans. Retail analyst Patty Edwards.

Patty Edwards: That is a brilliant move.

The trucks will sell $1.69 tacos, with a Gap coupon in the wrapper. The taco's free if you just shopped at Gap. Sounds cheapo, and cheesy. But Edwards says it could convince customers that Gap is gritty, urban and hip.

Edwards: If you watch Food Network -- which I watch way too much of it -- food truck races are a huge thing. The whole concept is cutting-edge; it's new, it's different.

Edwards says Gap needs to do something. It hasn't had a fashion hit since khakis a decade ago.

I'm Mitchell Hartman for Marketplace.

About the author

Mitchell Hartman is the senior reporter for Marketplace’s Entrepreneurship Desk and also covers employment.
Log in to post3 Comments

Meh, I'm only mild over this supposedly caliente marketing campaign. It's hardly offensive, but I'm not convinced that a food truck equated to gritty or hip. Urban? Yes.

I stopped buying Gap jeans when they changed the fit some years ago. Too bad, since Gap used to be a reliable go-to for petites.

As for tacos? I'll stick to the local carniceria. This marketing ploy sours my appetite.

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