Gap Inc.: This Is Easy campaign

Mariko Fujinaka

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans.

Gap Inc.: This Is Easy campaign

Mariko Fujinaka

OVERVIEW

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap's private-label brand of jeans, khakis, and colorful one-pocket T-shirts, which had been introduced beginning in 1974. Despite the company's profit and sales growth through 1991, sales went into a slump in 1993 and 1994, increasing just 1 percent each year. The chain reported no sales growth in 1995. As the downward slide continued, Gap began looking for ways to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands