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Gap Dress Normal fall campaign features mobile-friendly elements

Clothing and accessories retailer Gap plans to launch its fall campaign Dress Normal with strong mobile aspects, such as the use of video takeovers and GIFs to appeal to a mobile-friendly audience.

Gap has been slow to fully adopt mobile, but has been making some strides with its platform and use of modern features that will appeal to a tech-savvy audience. The campaign hopes to promote individuality by advising its audience to dress according to their own definition of normal and to develop an authentic sense of style.

?Gap?s fall marketing campaign Dress Normal instructs people to shape their own authentic, personal style and intentionally challenges every one of us to dress for ourselves,? said Tricia Nichols, global marketing executive at Gap, New York.

Moving to mobile-focused
The campaign will fully launch Sept. 2 through multiple vehicles, such as print and digital ads, and encourages consumers to dress for themselves. 

Gap will appeal to mobile users through, which will feature photography of famous actors and actresses. is Gap?s fashion blogger program that pairs up the brand with popular fashion bloggers who take Gap clothes and style them in their own way.

Gap?s tablet ads show pictures of three different fashion bloggers next to copy that encourages consumers to learn more about how the influencers create their own look. When consumers click on the banner ad, a full-page ad again shows the bloggers but also promotes a women?s fitted boyfriend shirt (see story).

Gap is promoting on social along with the photos representing the Dress Normal campaign. features multiple photos of each look, lending the platform some movement and interactivity for consumers to watch.

Getting there
In some areas, Gap has been known to fall short in its mobile efforts or lack thereof.

In June, Gap promoted tweets for its Summer Loves campaign and reached Macy?s fans on Twitter by including an easy way to make a purchase, helping the retailer to attract new customers and close the loop with a transaction.

While the strategy is a clever way to leverage social for new customer acquisition, it missed the mark by not extending the reach into mobile, with the promoted tweets appearing only on Macy?s Twitter page on desktop. Gap?s Summer Loves campaign supported its new summer apparel offerings with the goal of attracting the attention of millennials through the use of mobile and social (see story).

In April, Gap bet on responsive design as part of a three-year digital investment that also includes mobile point-of-sale and in-store pick-up.

During Gap?s annual investor meeting, Art Peck, president of growth, innovation and digital at Gap, San Francisco, unveiled a number of digital and in-store priorities that the specialty retailer had in the works. Mr. Peck stressed the point that these investments were meant to turn mobile content and commerce into contextually driven efforts (see story).

Gap is realizing its potential by incorporating mobile and digital innovations in its overall marketing strategy. As its campaigns become more omnichannel, Gap is taking steps to reach its mobile audience.

?We recognize the important role mobile plays in consumers? lives, from entertainment to social connections and shopping,? Ms. Nichols said. ?That?s why all of our custom mobile content was inspired by a mobile-first sensibility.? 

Final Take
Caitlyn Bohannon, editorial assistant Mobile Marketer, New York