NEWS: Retailer to widen Gap in Europe

US casual clothing retailer The Gap is putting its European marketing efforts under the spotlight following the appointment of a new vice- president marketing, international.

US casual clothing retailer The Gap is putting its European marketing

efforts under the spotlight following the appointment of a new vice-

president marketing, international.



Pascal Somarriba-Brouard, who formerly worked on Benetton’s

controversial ad campaigns with photographer Oliviero Toscani, has been

poached from designer Cerruti to spearhead the strategy to broaden the

brand’s franchise outside the US. A source within the firm said that

‘everything is under consideration, including a move onto TV for the

brand’.



It is thought that ads will continue to be created at the company’s San

Francisco head office, but spending on advertising will rise from the

pounds 520,000 (Register-MEAL) currently spent on press, bus sides and

posters.



In September, The Gap printed ads on the back of seven million London

Tube tickets and BT phonecards, as it began to widen its use of media.

It also distributes ads on postcards in bars and cafes.



The move to upgrade the brand’s marketing presence in Europe mirrors

what is happening in the US. Vice-president marketing Michael McCadden

is keen on the use of new media and is to increase the use of TV

campaigns.



The Gap operates 70 outlets in the UK, 17 in France and six in Germany.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer