"Big Heart" retail: How Gap realigned with the values of a new generation

This article covers the US marketing strategy of Gap, the fashion retailer, as it sought to turn around its business by engaging a new generation of consumers.

"Big Heart" retail: How Gap realigned with the values of a new generation

Geoffrey PrecourtWarc

In 2011, when Seth Farbman joined Gap as global chief marketing officer, "It was a critical turn-around period for the brand," he told the 2013 Association of National Advertisers' Brand Masters Conference in Palm Beach, Florida. Arriving from Ogilvy & Mather, where he had been worldwide managing director, Farbman revealed that he "thought the brand deserved better."

The fashion retailer's cmo had a bit of passion and history for his new assignment: A Gap store in the King of Prussia Mall in suburban Philadelphia...

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