Founded in 1969, GAP’s initial mission was to target a younger generation. In fact, the name “Gap” referred to the generational gap at the time. In its early years, GAP stocked the entire Levi’s inventory – in every style, size and color – before launching its own denim line and eventually expanding into a broader range of apparel.
Over the years, GAP has set the standard for how apparel is marketed to the masses. The simplicity and effortlessness of the advertisements have allowed the brand to create a truly authentic connection with the consumer. GAP made jeans the epitome of cool – but never made cool feel unattainable.
“When I think of GAP, I think, ‘Here’s a brand that has reached an iconic status.’ What I mean by that is, when you see other brands copying what you’re doing, you are doing something incredibly differentiating and incredibly powerful – and that’s what GAP has been doing for years and years,” said 2014 OBIE chief judge Mike Caguin, chief creative officer, Colle+McVoy. “The advertising is always consistent, yet it always seems a step ahead of everyone else.”