Seth Farbman

Gap Styld.By

On-the-Ground Appeal, Not Digital Tricks, Is Turning Gap Around

We can’t help but closely follow Gap’s antics.  Despite a reputation for back-to-basics dressing, the company has been one of the more experimental retailers in the social and digital realms over the past 18 months.  First they launched a style blog, GapMag.  Then they offered discounts via a virtual bargaining site.   They gave away jeans through a partnership with Facebook Places (those disappeared instantly) and promoted new denim with food trucks.  And now, it seems, the company’s fortunes are turning around, and it might have nothing to do with any of that.

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