Gap Inc.: How Do You Wear It? campaign

Rebecca Stanfel

As Gap, Inc., approached its 35th birthday in early 2004, the 1,500-store chain was experiencing an upswing in profits and sales, reporting steady increases since 2002.

Gap Inc.: How Do You Wear It? campaign

Rebecca Stanfel

OVERVIEW

As Gap, Inc., approached its 35th birthday in early 2004, the 1,500-store chain was experiencing an upswing in profits and sales, reporting steady increases since 2002. First-quarter profits in 2004 were up 55 percent, and sales were up 9.4 percent compared with the same period the previous year. To celebrate its birthday and maintain the profit and sales momentum, Gap charged its advertising agency, Laird + Partners, New York, with creating a new global marketing campaign to be released in summer 2004.

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