Gap’s mass appeal may be ending, but they’re finding new ways to reconnect with young customers. 

Gap’s mass appeal may be ending, but they’re finding new ways to reconnect with young customers. For more than 20 years, Gap’s signature long hoodies were “omnipresent” at high schools and college campuses. But as malls become a “dying breed” the apparel brand’s “mass appeal” has started to fade, and the “retailer is suffering from a loss of identity.” They may need to take a “more niche approach,” and could use the pandemic as a chance for a clean slate. Meanwhile their strategies to capture young shoppers’ attention include campaigns like “Stand United,” which included “virtual activations and events encouraging voter registrations.” They’re also banking on their 2021 collaboration with Kanye West’s Yeezy brand tapping into the next-gen star power to attract young shoppers. (Adweek)