Gap: First Ever Chinese Advertising Campaign

GAP China - Print Ad (Wang Momo and Julia Frakes)

With Gap’s Chinese online store going live shortly, the high street clothing giant has just launched a new print ad campaign to raise the brand’s profile.

The ad above features two popular online bloggers (of all things): Julia Frakes, who is also a model, and illustrator Wang Momo, famous for creating the Tuzki (兔斯基) rabbit.

The second ad (below) features a slightly odder combination of Chinese award-winning actress Zhōu Xùn (周迅) and EarthEcho campaigner Philippe Cousteau Jr.

GAP China - Print Ad (Zhou Xun and Phillipe Costeau Jr)

The photography for the ads was done by Annie Leibovitz.

With three of their major rivals H&M, Zara and Uniqlo already setup in China, Gap will need to ensure their marketing strategy is up to scratch and appeals to the Chinese audience.

Let us just hope this campaign is more popular than the recent attempt to change the logo!

Gap Logos (New and Old)

Credit to: Y&R (Shanghai Branch)

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