GapMag, the brand’s new Tumblr-like blog, offers a mix of street style shots (“Gapeteria”), trend recaps, and posts about new Gap products.
Thus far, the company seems very invested in GapMag. After it launched quietly in late February, it was incorporated into Gap’s e-commerce site, and now the Gap team is promoting it on their Twitter and Facebook streams.
More and more brands are adding editorial as they experiment with new ways to connect with consumers and to spread their messaging online. Gap in particular has been working to retool its image since the appointment of Patrick Robinson as head designer in 2007. Starting a style blog isn’t a bad idea to help them gain ground with a younger, fashion-focused audience.