Opportunity
Gap Outlet, part of Gap, Inc.’s outlet division, gains global reach, launching stores in APAC. In some Asian markets, however, the customer doesn’t understand the “outlet” terminology. Additionally, regulation and compliance requirements differ greatly internationally.
Brand strategy
Reinvent the Gap Outlet brand with a name that resonates with the market, with a nod to its heritage, Gap Generation
Align marketing to parent brand, leveraging established brand equity
Globalize packaging and signage packages to 1 version across all markets
Impact
Gap Generation brand launches
12 Gap Generation stores open in APAC, expanding Gap, Inc.’s global footprint
Streamlined on–garment packaging favorably impacts product margin
Gap Generation logo + branding
Gap Generation store design and marketing
On–garment packaging aligned for all global markets