Gap's Favorite Things for Fall
By Tom Julian
Fashion Wire Daily - New York - Who's going to own denim this fall? Gap will have the blues, for sure. And it will be a marketing message that the brand started late April in their New York City showrooms and is expected to continue through the back-to-school season in their specialty stores across the country. Jeff Jones, EVP of Gap global marketing, shared with FWD, "As you will see in our showroom, it's all about back to denim at the Gap," Jeff Jones, EVP of Gap global marketing, told Fashion Wire Daily. "I think that what you see is how we begin to get back in consumer's minds and reclaim the position that Gap is about being destination for denim. You will start to see the idea of a Gap jean becoming a favorite. Our theme is around 'What is a favorite?' and 'favorite jeans' is where we are going for fall. Customers will be thrilled to realize how committed we are to jeans. This is how we grew up and what the company was founded on. Coming back to jeans should make customers really comfortable."With male and female models presenting the collection in four lifestyle settings on platforms, the theme of favorites became apparent. Gap PR executive Rebeccca Weill explained, "We organized the showroom into iconic Gap favorites. There are 35 items that are our favorites, or what we consider iconic pieces that have been reinvented. And they are all displayed on the tables and walls."As the fashion industry continues to embrace denim at all ends of the market, one wonders if there is a saturation point to the cost and offering. Most industry sources continue to report that the designer jeans category is still performing at retail. Limited edition jean offerings from international resources keep tallying up, some even priced out at $500. But what's the premium approach at the Gap?"This fall, people will realize that they don't have to pay several hundreds of dollars for jeans. They can find great fitting jeans with us and our 1969 brand. It's available in over 200 stores now and is considered to be the finer denim," cited Jones.For her second fall season, Gap's creative director, Pina Ferlisi, continues to secure industry nods and recognition for her design talent and ability to express the brand in modern ways. Ferlisi spent focused time and attention with members of the media to talk "favorites" during the showroom soiree."For fall, we focused on denim and fit. We actually did three different fit models, and tried to say find a fit for you. The inspiration for the season was Woody Allen and kooky chic, intellectual and collegiate with a bit of naive. That was the essence of the collection."Ferlisi's mantra these days is all about putting one's own style into what one wears. Her three favorite picks for fall? "Loving the tweed trenchcoat (a Mia Farrow inspiration)... the capelet and its evolution from the poncho... and a new sweater that is more the evolution of the bomber jacket mixed with a sweater coat."And the biggest difference between Fall 2004 to Fall 2005 at the Gap?"I think last fall was more about wardrobing and talking to the girl about dressing for occasions. This fall is about casual lifestyles and the individual. Woody Allen girls are always individual and unique. Almost like being in the group but standing out in a different way."
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