Gap Inc.: Khakis campaign
Mariko FujinakaOVERVIEW
On April 23, 1998, Gap Inc. launched a global advertising campaign for its chain of nearly 1,600 casual-clothing stores. This campaign, created by Gap's in-house agency, Gap Direct, focused on the company's khaki pants. The U.S. khakis market was growing at a rapid rate. Younger consumers fueled the expanding market as they increasingly eschewed blue jeans, the traditional badge of youth culture, because their baby-boomer parents often wore denim. Furthermore, "business casual" clothes, including khakis, were gaining acceptance as appropriate professional attire. In an effort to claim a greater portion of the khakis...