Do you believe in Magic?

Robin Juliano DartTaylor KorpitaElizabeth LambrightNicole LichtenwalnerKat Rigby

Gap Black Magic Premium Black Pant Collection

Essential Wardrobe Basic for the Savvy Professional

Created By Laird + Partners, NYC

Launched Saturday, August 14th 2010

Chosen For Relation to all young working women

Gap puts the IT in Fit 7 Fits, 3 cuts, 3 lengths, 3 colors

Aleviates Shopping Anxiety Quest for the Perfect Pant

Target Audience Single women, 22-32 Chic and fashionable Entering or recently entered the business world

Goals Short Term

Awareness Recall Sales

Long Term Redefine brand Brand loyalty

Laird + Partners

Strategy The mystery of a great-fitting pant Every body type USP

Benefit: professional, well-fitting, affordable Unique: seven styles, every body type Potent: “Try One On & Believe”

Tactics Slogan-“Fits like a Dream, Works like a Charm” Internet- Facebook, blogs Print Ads- fashion magazines Teasers- tri-fold magazine ads Demonstrations- women wearing the product, 360

degree view of the pants on different body types

Approach Emotional appeal Rational appeal

Magazines Advertised in Fashion Magazines Gatefolds Limited Reach Easily Reaches Target Market

Television 2 National Commercials Features 7 Models "Black Magic" Theme Song $250 quality and look for only $59.50

Internet Youtube.com, Facebook.com, Groupon.com "Gap StyleMixer" iPhone application Email coupons

Consistent Themes Black, White, Grey Slogans

Publicity Various articles in Lifestyle & Fashion sections Online blogs and fashion sites

Fashion in Motion Magazine, StyleFrixx, Scoop Charlotte

Sales Promotions and Events Giveaways in stores nationwide on August 14 Product launch at stores (refreshments, DJ)

Celebrity Endorsements Models from countries worldwide

Promotional Pricing vs. Availability/Stock 1st Day – Saturday August 14th

"We're so sure you're going to love them, we're giving you a FREE PAIR.*"

Promotional Pricing vs. Availability/Stock The Black Magic Event

20% - 40% off Limited Time GAP Card Holders GAP.com Website Email Subscribers GAP Facebook Page Subscribers

Claims vs. Puffery "Fits Like a Dream" – Puffery

Won't fit EVERY customer Most consumers can identify such descriptions as Puffery With so many fit, cut and length options most Gap shoppers

will be able to find their ‘perfect fit’

Magical Association Could Offend Some Conservative Groups

i.e. Harry Potter Books & Christine O'Donnell• "It's Like Magic"• "Work's Like A Charm"• "Do you Believe in Magic?"

Stereotyping Ad Critics – Unflattering Portrayals of Women

Gap's Models Viewed Positively Powerful and confident Sophisticated and stylish

Consistent with Brand Image? No. An Exception

Breaking into new market of business wear Expanding beyond casual wear To compete with New York & Co., Express, J. Crew, Etc.

Appropriate? Yes. Determined appropriate for Gap's audience Gap launched campaign

Springfield Mall Gap Store, Springfield, PA During the Save On Black Magic Event

Tried on 3 styles Found my 'Perfect Fit' - Modern Boot Selected and Purchased 2 pairs

Robin Juliano DartTaylor KorpitaElizabeth LambrightNicole LichtenwalnerKat Rigby