Could Gap’s current problem become its saving grace?

Gap is looking to reconnect with today’s customer and become even more relevant. It needs to offer customers something that’s different, like the SoCal youth of Hollister or the edgy attitude of All Saints.

 Gap has been about all-American basics and, in recent years, brands like American Apparel have done basics in a fun and sexy way. But are we tiring of the ‘all-American’ story? Gap needs more than just iconic American style to get people excited.

 Crowd-sourcing new ideas in the wake of such heavy criticism could be their saving grace but co-creating logos feels so limiting in the grand scheme of collaboration.

 By engaging in dialogue with the customer, Gap has a real opportunity to get under the skin of its brand and its customer, right now it doesn’t seem to know or understand them. This co-creation shouldn’t be just about logos but about its role in people’s lives.

 It would be great to see this project go beyond image and start to act as a platform for participation, from create your own iconic t-shirts through to suggestions for future collaborations. Gap has a heritage in doing so with designers like Valentino and ranges like [RED] so there is something to build on and take further.

 It’s time for Gap to be bold and brave with its future. It needs to stand out confidently with a new story to tell. Today’s news of Gap scrapping the logo shows a brand that is willing to engage and listen to its customers. After all in today’s world brand is less about what you say and more about what Google says it is. Some may argue the move has damaged their brand and its credibility in social media but by acting quickly they have an opportunity to do something more valuable than a logo competition.

(Rana Khodadoust) @rana_banana