Gap To Review Its Brand Strategy

Gap, the company that helped make khaki beige a fashion statement, is to review its Gap and Old Navy brands after the retailer revealed disappointing sales in December and expected increased pressure in January.Total sales for December were down by 10% on results posted two years ago, at $2.34bn. The company has been in the middle of a two-year rebranding operation but has admitted it has failed and will review its strategy at the two divisions.

Gap has suffered in recent years and each new set of financial results have brought new problems as the San Francisco retailer finds competitors have emulated its essential casual style of T-shirts and khakis and at a cheaper price.

Alternative strategic decision, helped by ongoing speculation in the market, is that Gap Inc. is ever closer to a takeover is being stoked by a news report that the struggling retailer has hired the investment firm Goldman Sachs to consider such offers or other dramatic changes.

A story to follow…

The Origins of a Historical Brand Image

Part of the 100 most famous and influencing pictures in history, the Marlboro man image has an interesting story:

This is C.H. Long, a 39-year-old foreman at the JA ranch in the Texas panhandle, a place described as “320,000 acres of nothing much.” Once a week, Long would ride into town for a store-bought shave and a milk shake. Maybe he’d take in a movie if a western was playing. He said things like, “If it weren’t for a good horse, a woman would be the sweetest thing in the world.” He rolled his own smokes. When the cowboy’s face and story appeared in LIFE in 1949, advertising exec Leo Burnett had an inspiration. The company Philip Morris, which had introduced Marlboro as a woman’s cigarette in 1924, was seeking a new image for the brand, and the Marlboro Man based on Long boosted Marlboro to the top of the worldwide cigarette market.

Via the excellent Coolz0r – Marketing Thoughts