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Amid plummeting sales, Gap's new CMO hopes to revive it as emblematic cultural brand

on Sep 15, 2020 | 0 comments

By Imogen Watson

Yeezy Gap 1

2020 looks to be a critical year for Gap. As it rails against plummeting sales and store closures, the once emblematic American brand is looking to reinvent itself after struggling to find its place within the apparel industry in recent years.

Gap’s newly installed chief marketing officer talks The Drum through its plans to find the pulse of the cultural zeitgeist once again through its 10-year collaboration with the king of culture himself, Kanye West, on why it’s going back to its activist roots, and the decision to bring its marketing in-house.

When considering the ‘Gap’ brand, the mind naturally Read full story ›

Source: The Drum