Gap's ad campaign tries to clarify its identity ahead of Old Navy spinoff

A 7-year-old blind pianist and 13-year-old electric guitar player, rocking out to "Sweet Child O 'Mine" are the stars of Gap's newest ad campaign.

The videos, which rolled out last week on the Gap 's social media channels, are also a step to focus Gap' s identity – something the company has been interested in.

On May, CEO Art Peck had signaled this push.

"You'll also see Gap brand reinvest in marketing, kids and baby business with a strong back-to-school push later this year.This is especially important, given that market share is now up for grabs, and this is a clear opportunity For Gap Brand Given Its Strong Equity in Kids and Baby, "he said.

Children 's clothing, children' s clothing, children 's clothing, children' s clothing, children 's clothing.

The back-to-school season is the second busiest time of year for retailers after the winter holidays. This year, parents are expected to spend $ 27.8 billion on clothing, electronics and school supplies, according to a survey by Deloitte.

"The Gap Back to School 'Forward' campaign was designed to spark conversation, celebrate self-expression and propel the next generation in the direction of their strengths," said Alegra O'Hare, Gap's chief marketing officer. "… We want to give them the confidence they need to pursue their pbadion and inspire them to break boundaries. "

But the campaign could not be done to clarify the brand's image to consumers, according to Jan Kniffen, a retail industry consultant.

"Gap has been struggling to find their identity for 15 years," he said. It's just a mishmash of men's, women's, and children's clothing.They are in an extraordinarily competitive environment and they have nothing unique. "

Kniffen added: "One campaign is not going anywhere for the Gap, if they can follow this up with more innovative, interesting, catch-your-mind ideas, it could be a start."

The spinoff is also part of this effort. Peck has said the split would help each company create a "sharpened strategic focus and tailored operating structure."

Old Navy is the company's most successful brand, and has had a total of 40% of the company's annual sales. After the announcement, the Gap shares are still down about 25% since January. The company has a market cap of around $ 7 billion.