The CHALLENGE: GAP was nearing the peak of its growth when I joined the NY Product Development team. Due to the speed of this growth, many of its divisions were struggling to keep up with seasonal deliveries. The five divisions (Mens, Womens, Boys, Girls, BabyGap) were all producing their own graphics and packaging which was far from ideal for brand consistency. This not only cost more but added unnecessary time to the supply chain.
The SOLUTION: I created and led GAP's first in-house image/branding division. I hired a team of twenty designers and we brought the latest trends and artistry to products ranging from tee shirts & fabrics to signage & packaging. I convinced management to use the GAP logo on the exterior of its apparel for the first time. In addition my team and I created brand standards for product and logo use. My new department provided GAP's divisions with a trademark review process and a diversity of talent at lower cost. GAP's merchandisers loved our brand guidelines which became more critical as GAP stores opened both nationally and internationally.
It was time to brand our apparel. - and we did!
This classic logo remains a vital graphic mark in GAP's branding wheelhouse today.
Brand consistency across all apparel divisions...
MENS, WOMENS, BOYS, GIRLS, BABY GAP
The Cooper Hewitt Museum in NYC featured this Boys Athletic Collection as an example of personal brand expression in our culture.
Kids graphic tees also became a huge profit stream. Some styles from Mens were also used for Boys enriching the family experience and strengthening the seasonal collections.
Recycled materials, eliminating the use of cellophane and developing completely sustainable packaging were key attributes of our Holiday Flannel Campaign inspired by the oatmeal cannister which featured feel through windows and cozy product illustrations. It was the first time GAP marketed an expanded range of Loungewear with eco-friendly materials with sales exceeding all expectations.
Specialty Boutique Denim Collections offered the opportunity to expand the GAP brand. The Denim Lab private collection was edgy and unexpected and inspired by the experimental styles utilized in the denim washes.
The personality of this special boutique collection was expressed through in-house signage. The collection was customized with back pocket stitching, labels, wash treatments and novelty hangtags all created by our team.
Our amazing business success was acknowledged with a feature on Vogue's cover celebrating our unique denim collections at a time when GAP was at the top of its game. Sales had grown 20% up to $4.3 billion.