Gap Rebrand

The Task

Rebrand the brand assigned to the group in a concise PowerPoint presentation.

The Process

My team members and I were assigned to Gap for this project. Gap is a well-known brand with a rich history behind it. It is also associated with Old Navy and Banana Republic which are companies under Gap INC. We conducted primary research and consulted scholarly sources to distinguish who their target market is and how they are currently speaking to them. Gap focuses a lot on basic pieces that are a staple in any wardrobe and is rooted in their history. They were founded in 1969 and only sold Levi’s jeans and music records so our team wanted to play into that nostalgia by updating brand assets, strengthening brand promise, and emphasizing their denim.

The Outcome

The branding class offered in the Fashion Merchandising department at VCU was one of my favorite classes. This was one of our final projects for the course but we had completed similar assignments throughout the course. I felt well-prepared to think of a new angle for Gap to approach its customers. Although I still really like the branding ideas, I think that our PowerPoint could have been more cohesive and digestible to the viewer. That’s the beauty of these projects! They are never really final and always have the opportunity to be improved upon .