Walking through the city, the new GAP 1969 ads are appearing on every other bus stop. The ads feature various attractive, polished models wearing the GAP's new line of 'premium denim'. The GAP was established 1969 to fill both a gap in the market and also to fill a generation gap in a changing time. The store in San Francisco sold jeans, records and tapes. Young people flocked to the store buying the denim and helping themselves to a five-finger discount when it came to the music. The music quickly filtered out and the GAP came to be known for offering the basics. 40 years have passed since it first began and yet the GAP continues to return to its
roots...advertising the basics. In 1998, their khaki swing ads helped put some extra pep into the preppy essential. Now, faced with increased competition from new high-end denim retailers (7 For All Mankind, J Brand), the GAP is going back to its roots and making simple denim jeans. I always feel a sense of relief when I see GAP returning to where it belongs. Their stores always become a frightening mishmosh when they try and jump on trends. While I probably won't be rushing into the store anytime soon to purchase these new 1969s, I don't object to the new ads littering street corners and I am thankful that we have moved away from the 'Red' campaign!