Fashioning Cool: How Gap Bounced Back

Since 1969, Gap has rallied around fun, joyfulness, optimism and inclusivity. It's a brand that was launched for the youth of America, and it still speaks to that demographic today. Even though target consumers aged over the decades, Gap's founding principles are unchanged and remain relevant — the promise of a better future and the joy of togetherness.

"Your long-term purpose and the tone of your brand and your belief system should never change, but the way you express it can change time and time again," says Gap Chief Marketing Officer Seth Farbman. "We look at our marketing not just as a way of selling pants but as a way to sell this idea that optimism will overcome." Read more...