Advertisement
07/27/2022

Gap focuses on inclusivity in omnichannel fall campaign

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture
Image
Gap fall 2022 campaign
Gap is featuring a diverse group of kids in its new promotional campaign.

GapKids is celebrating a wide range of real kids of all abilities and talents in a wide-ranging back-to-school campaign.

The campaign, which launches on Wednesday, July 27, was inspired by — and take its name from — the children’s book “Everyone Belongs,” by Heather Avis, mother of two adopted children with Down syndrome.  It features real kids, including Avis’s children and children who use wheelchairs and prosthetic legs.

The cast of kids in the "Everyone Belongs" campaign is styled in apparel items including organic loose denim, khaki, pocket tees, dresses and varsity jackets.  campaign was created in-house by Gap creative director Len Peltier,  shot by Jack O’Connor and directed by Lauren Sick. 

As part of the campaign, GapKids is hosting its first-ever digital talent show, encouraging kids across the country to participate and show off their talents and skills.  There will be a call to action for families to upload videos of kids performing their talents to social media, using the hashtag #GapKidsBelong, with a range of participants highlighted on future GapKids channels and campaigns.

Gap is also donating 20,000 brand new copies of “Everyone Belongs to schools in need via First Book, a nonprofit organization dedicated to providing learning materials to underprivileged classrooms.

"Celebrating individuality has always been iconic to Gap brand," said Mary Alderete, global head of Gap marketing. "Back-to-school is the right time to bring this message of belonging to the forefront and reinforce that there is no greater joy than being your true self. ‘Everyone Belongs’ shares an important message for kids and adults alike, and we are excited to continue to encourage individuality, acceptance, and the joy we feel when we embrace our unique selves."

Gap focuses on size inclusivity

Gap parent company Gap Inc. has also been making a concerted effort to support size inclusion efforts across all of its banners. In August 2021, Gap Inc. purchased the Drapr platform, which is designed to help customers find the best clothing size and fit for their personal style and body type, while helping retailers reduce unnecessary returns.

Gap made the Drapr acquisition on the heels of a new initiative at its Old Navy banner, called “Bodequality,”which offers every one of its women’s styles, in every size, with no price difference.

As part of the effort, Old Navy is transforming its fleet of more than 1,200 stores and online shops into fully size-integrated shopping experiences. Online, Old Navy is merging its women’s and women’s plus collections from the site’s navigation menu to provide one size-integrated shopping destination for sizes 00-30.

The updated site will showcase women’s styles on models in sizes four, 12 and 18, and shoppers can use a new toggle feature to select their preferred default model display size. In addition, Old Navy is appealing to shoppers by guaranteeing a price freeze on all denim products through the end of September

Founded in San Francisco in 1969, Gap includes apparel and accessories,GapKids, babyGap, GapTeen, GapMaternity, GapBody, GapFit, Yeezy Brand and GapHome collections. Gap is the namesake brand for global specialty retailer, Gap Inc., which includes the Old Navy, Gap, Athleta, and Banana Republic banners.