BRIDGING THE GAP

For the first time in GAP's history, it is coming to China. The problem is that GAP is too late. China has already familiar with fast-fashion power houses, both foreign and domestic. H&M, ZARA, UNIQLO, Meters/bonwe, each with its own loyal fan base, have been saturating the market with double digit growth year on year for almost a decade.

How can we make GAP stand out?

Our idea is deeply rooted in culture. By examining the sentiment in both countries coming out of the great recession, boasting American brands amongst a growing protectionist political landscape, we decide to flaunt what the fashion industry often shy away from - Individuality is overrated, egos are pretentious. 

Let’s celebrate our commonalities, and learn from each other.

The result was a stunning one. GAP launch was one of the most successful US brand launches in years, and it’s often referenced as a key part to GAP’s global turnaround after 2008.

START WITH THE BASICS

Following the success of GAP’s launch in China, we were tasked to link the soul of of the brand to products.

Against a glut of fashion products being pushed out season after season, often irresponsibly. We wanted to tell a different story, a pursuit for simplification, effortlessly fashionable rather than contrivance. More importantly, broadcast a genuine belief in quality that can endure more than just a season, or shockingly, survive more than just a wash.

With help of Wing Shya, we created a series of iconic GAP items the iconic way, evoking a time when fashion photographs were more substantial, and involves careful selection. We incorporated photographer’s negative select marks as framing, the subtle element mad GAP stores stand out, and generated better store traffic compared to GAP’s competitors.