Gap Inc. and Fiat Collaborate to Combat Pre-Holiday Slump


Banana Republic holiday shopping

Well, here’s one appealing way to circumvent the post-Thanksgiving sales slump: give out cars.  Banana Republic and Fiat, seeing a common customer between the two brands, are teaming up on a six-car giveaway on December 12th.

While extravagant retail contests aren’t necessarily anything to write home about, Banana Republic’s endeavor, part of a “12 Days of Joy” promotion, is an exemplary way to keep customers engaged after the sale rush at the end of November.  Providing travel options around the holidays might be the ticket — the retailer has met with success before by designing uniforms for Virgin America attendants and offering in-flight fashion, and they’re going to be offering Virgin America discount vouchers as part of “12 Days of Joy.”  What also speaks well of the brand’s effort is the realization that at this point, it’s imperative to explore other ways to reach customers besides just offering sales, sales, sales.

Oh, and the best detail of all — the contest winners get to select their own Fiat colors.