Hasta La Creative!

School’s out, but that’s not the case for Gap Inc. as the beleaguered apparel chain scrambles to regain its footing during the all-important back-to-school season. The retail giant has been under consistent pressure to reverse sliding sales, though it has seen recent glimmers of progress.

Over the course of its 47-year existence, $16.2 billion Gap Inc. has endured many ups and downs. Core to the struggle is an identity crisis, both in merchandise and marketing, as well as in brand voice. At a time when consumers are awash in messaging and apparel choices, many are searching for strong values reflected in the retailers they choose to shop. Gap simply hasn’t passed the test. Instead, the company has frequently stepped too far away from its best and most successful brand personalities: wear-to-work at Banana Republic, basics at Gap and fun yet whimsical products at Old Navy, said experts.

“At the end of the day, what does Gap stand forwho are they?” asked Mark Cohen, director-retail studies and adjunct professor of marketing at Columbia Business School. “The only thing that resonates for them is 40% off the entire store, and that’s not even that exciting for many consumers.”

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