Gap eyes global expansion with new marketing push

Gap: '1969 LA and beyond' campaign by Ogilvy & Mather
Gap: '1969 LA and beyond' campaign by Ogilvy & Mather

Gap, the high-street retailer, has launched a global marketing campaign as it looks to expand its presence in world markets.

Gap, whose previous campaigns have focused primarily on the US, has rolled out a global campaign to create awareness around its 1969 autumn collection.

The predominantly digital '1969 LA and Beyond' campaign by Ogilvy & Mather tells the story of Gap's denim studio in LA and how its products are worn in different cities around the world.

It consists of a series of videos and images posted on its Facebook wall, including interviews with a number of the key Gap designers.

The global push comes after Gap appointed its first global chief marketing officer, Seth Farbamn, and appointed Ogilvy & Mather as the global agency.

Farbman said: "We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe."

Gap was founded in 1969 and now has more than 3,000 stores globally. In August last year, Gap rolled out an online shopping service for UK customers.

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