Comments on: Audrey Hepburn caught in the Gap http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Audrey Fans Dancing into Gap Stores | My New Toys http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-861 Audrey Fans Dancing into Gap Stores | My New Toys Fri, 04 Dec 2009 04:04:59 +0000 http://www.thirdwayblog.com/?p=284#comment-861 [...]     Audrey Hepburn may have window shopped at Tiffany’s, but the Gap says that her fans have been lured inside its own stores, as the style icon’s new ad campaign fills shop windows and television screens this fall.     On Thursday, Gap Inc. cited its Audrey Hepburn skinny black jeans television and print campaign as “supporting improved store traffic in September” that contributed to a less–than-expected overall same-store sales decline of 3 percent. Wall Street had been anticipating a fall of 4.2 percent on average, according to Reuters research.     The television ads feature the waifish Hepburn wearing a beatnik uniform of black turtleneck and cigarette pants in the film “Funny Face” but dancing to AC/DC ’s rock anthem “Back in Black.”     The exuberant ads, evocative of Apple Computer ’s iPod TV campaign, have everyone talking in the blogosphere, and retail analysts on Wall Street wondering whether the campaign can drum up sales for the struggling brand.     In cyberspace, some bloggers gush about the ads while others are offended to see Audrey hawking pants.     “At least she’s not dancing with a vacuum cleaner like was done with Fred Astaire,” wrote “Caff” in a recent response to the ThirdWay advertising blog, a reference to Dirt Devil ads in the 1990s.     Financial analysts weighing in on the campaign give mixed predictions over the ultimate success of the campaign.     While some express skepticism that the target Gap audience of young men and women will even recognize the star, others say the ads bring a jolt of much-needed excitement to the retailer, which has struggled this year with slumping sales and merchandise missteps.     “From a marketing point of view it’s back-to-Gap genius,” said Roth Capital Partners analyst Liz Pierce recently.     A recent Merrill Lynch September sales preview of various specialty retailers noted that the ads “were successful in raising the brand’s profile and cutting through the ad clutter that pervaded this month.”          But on Thursday, C.L. King analyst Mark Montagna noted in a research note that the key issue for Gap merchandise, despite its improvements, was whether it has improved relative to the rest of the market. Montagna noted a “wide gulf between Gap and the more relevant brands of today.” [...] [...]     Audrey Hepburn may have window shopped at Tiffany’s, but the Gap says that her fans have been lured inside its own stores, as the style icon’s new ad campaign fills shop windows and television screens this fall.     On Thursday, Gap Inc. cited its Audrey Hepburn skinny black jeans television and print campaign as “supporting improved store traffic in September” that contributed to a less–than-expected overall same-store sales decline of 3 percent. Wall Street had been anticipating a fall of 4.2 percent on average, according to Reuters research.     The television ads feature the waifish Hepburn wearing a beatnik uniform of black turtleneck and cigarette pants in the film “Funny Face” but dancing to AC/DC ’s rock anthem “Back in Black.”     The exuberant ads, evocative of Apple Computer ’s iPod TV campaign, have everyone talking in the blogosphere, and retail analysts on Wall Street wondering whether the campaign can drum up sales for the struggling brand.     In cyberspace, some bloggers gush about the ads while others are offended to see Audrey hawking pants.     “At least she’s not dancing with a vacuum cleaner like was done with Fred Astaire,” wrote “Caff” in a recent response to the ThirdWay advertising blog, a reference to Dirt Devil ads in the 1990s.     Financial analysts weighing in on the campaign give mixed predictions over the ultimate success of the campaign.     While some express skepticism that the target Gap audience of young men and women will even recognize the star, others say the ads bring a jolt of much-needed excitement to the retailer, which has struggled this year with slumping sales and merchandise missteps.     “From a marketing point of view it’s back-to-Gap genius,” said Roth Capital Partners analyst Liz Pierce recently.     A recent Merrill Lynch September sales preview of various specialty retailers noted that the ads “were successful in raising the brand’s profile and cutting through the ad clutter that pervaded this month.”          But on Thursday, C.L. King analyst Mark Montagna noted in a research note that the key issue for Gap merchandise, despite its improvements, was whether it has improved relative to the rest of the market. Montagna noted a “wide gulf between Gap and the more relevant brands of today.” [...]

]]> By: David Mesirow http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-860 David Mesirow Mon, 31 Mar 2008 16:37:34 +0000 http://www.thirdwayblog.com/?p=284#comment-860 I liked this commercial and don't think it was offensive to Audrey Hepburn or her legacy. I saw this before seeing "Funny Face", and I believe the commercial used the scene in a new and interesting way that wasn't offensive to the movie or the actress. Who cares if GAP used the line out of context? It brought Audrey Hepburn to a new generation of viewers and possibly brought new fans to the icon. Nevertheless, people should go back and watch "Funny Face" to see Audrey Hepburn in her original content, and to see a great movie that showcases the tunes of George and Ira Gershwin. I liked this commercial and don't think it was offensive to Audrey Hepburn or her legacy. I saw this before seeing "Funny Face", and I believe the commercial used the scene in a new and interesting way that wasn't offensive to the movie or the actress. Who cares if GAP used the line out of context? It brought Audrey Hepburn to a new generation of viewers and possibly brought new fans to the icon. Nevertheless, people should go back and watch "Funny Face" to see Audrey Hepburn in her original content, and to see a great movie that showcases the tunes of George and Ira Gershwin.

]]> By: Ted http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-859 Ted Sun, 16 Dec 2007 13:16:37 +0000 http://www.thirdwayblog.com/?p=284#comment-859 <strong>Ted...</strong> This sure as heck beats reading Playboy in the dark wth a flashlight.... Ted…

This sure as heck beats reading Playboy in the dark wth a flashlight….

]]> By: Christie http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-858 Christie Thu, 29 Nov 2007 23:01:34 +0000 http://www.thirdwayblog.com/?p=284#comment-858 I love this GAP commercial. While I did not like the skinny pants craze, this commercial was creative. I did not expect to see Audrey Hepburn in a GAP commercial. I think that overall, this advertisement just works. I love this GAP commercial. While I did not like the skinny pants craze, this commercial was creative. I did not expect to see Audrey Hepburn in a GAP commercial. I think that overall, this advertisement just works.

]]> By: Anuncios de GAP « Eclecticismo existencial http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-857 Anuncios de GAP « Eclecticismo existencial Tue, 09 Oct 2007 12:50:14 +0000 http://www.thirdwayblog.com/?p=284#comment-857 [...] En este artículo del blog ThirdWay Advertising podéis leer más sobre el anuncio, pero desde un punto de vista analítico, como cuál es su target, lo que funciona y lo que no funciona en el anuncio (un blog sobre publicidad muy completo e interesante). Tengo que decir que el anuncio está creado para promocionar la línea de vaqueros Skinny Black Pant y por eso que escogieran a Audrey, la más skinny de las skinnies. [...] [...] En este artículo del blog ThirdWay Advertising podéis leer más sobre el anuncio, pero desde un punto de vista analítico, como cuál es su target, lo que funciona y lo que no funciona en el anuncio (un blog sobre publicidad muy completo e interesante). Tengo que decir que el anuncio está creado para promocionar la línea de vaqueros Skinny Black Pant y por eso que escogieran a Audrey, la más skinny de las skinnies. [...]

]]> By: Joy Anne http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-856 Joy Anne Sat, 25 Aug 2007 01:29:22 +0000 http://www.thirdwayblog.com/?p=284#comment-856 First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire dancing with a vacuum cleaner! Guys, have you any respect for the man?! First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire dancing with a vacuum cleaner! Guys, have you any respect for the man?!

]]> By: Joy Anne http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-855 Joy Anne Sat, 25 Aug 2007 01:28:44 +0000 http://www.thirdwayblog.com/?p=284#comment-855 First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire with the vacuum cleaner! First things first: I'm a Audrey Hepburn fan, I don't shop at GAP, I'm skinny, I'm in my early 20s. As to the ad, i don't find anything offensive or anything, in fact it's kinda cool. Though it wouldn't make me go out and buy a skinny pant, it would make me want to see an Audrey movie instead which I find very silly. The fact that Audrey's family has approved of this ad and GAP donated to the actress' charity, i think there is nothing to fuss about. As someone mentioed, it is way better that the ad of Fred Astaire with the vacuum cleaner!

]]> By: Karen http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-854 Karen Thu, 21 Dec 2006 12:54:53 +0000 http://www.thirdwayblog.com/?p=284#comment-854 PS from Karen: I love the skinny black pant, too. I look great in it! PS from Karen: I love the skinny black pant, too. I look great in it!

]]> By: Karen http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-853 Karen Thu, 21 Dec 2006 12:51:49 +0000 http://www.thirdwayblog.com/?p=284#comment-853 I LOVE THIS COMMERCIAL. I am not the so called target audience: aka "skinny white woman" or the so called "right age". I am black, over 50, I remember Audrey and loved her because I was a professional jazz/ballet dancer. As a life long dancer I I am very slim; extreamly slender compared to most but not "Nicole Ritchie, size double "0", gross out skinny" which the term "skinny white woman" seems to refer to these days. AGAIN I LOVE THE COMMERCIAL. I shop GAP often and I think just because it is modern, does not mean it can not be considered classy. GAP styles may be "fun" but they are not OUTRAGEOUS. They have used Sara Jessica Parker in advertisments and she is a class act (and over 40, I beleive). People need to just relax and enjoy the "fun" of the commercial. If I were Audry, I would be pleased. I LOVE THIS COMMERCIAL. I am not the so called target audience: aka "skinny white woman" or the so called "right age". I am black, over 50, I remember Audrey and loved her because I was a professional jazz/ballet dancer. As a life long dancer I I am very slim; extreamly slender compared to most but not "Nicole Ritchie, size double "0", gross out skinny" which the term "skinny white woman" seems to refer to these days. AGAIN I LOVE THE COMMERCIAL. I shop GAP often and I think just because it is modern, does not mean it can not be considered classy. GAP styles may be "fun" but they are not OUTRAGEOUS. They have used Sara Jessica Parker in advertisments and she is a class act (and over 40, I beleive). People need to just relax and enjoy the "fun" of the commercial. If I were Audry, I would be pleased.

]]> By: Sue http://www.thirdwayblog.com/gap/audrey-hepburn-caught-in-the-gap.html#comment-852 Sue Sun, 22 Oct 2006 22:32:24 +0000 http://www.thirdwayblog.com/?p=284#comment-852 I shop at the Gap, GapKids, and Baby Gap. The ad annoys me. It seems a bit tasteless, and it's irritating. But I doubt that's why sales slipped a bit. It's the product. I laugh at the stupidity of their marketing department - promoting the skinny black pant that most women hate - even the fairly skinny women. The best advertising in the world won't make smart women wear ugly, unflattering clothes on purpose. And they picked their MOST unforgiving, ugly item to promote. Yeeeeesh. This whole season of bringing back the worst of eighties style dressing is just falling flat all over the place. I shop at the Gap, GapKids, and Baby Gap. The ad annoys me. It seems a bit tasteless, and it's irritating. But I doubt that's why sales slipped a bit. It's the product. I laugh at the stupidity of their marketing department – promoting the skinny black pant that most women hate – even the fairly skinny women. The best advertising in the world won't make smart women wear ugly, unflattering clothes on purpose. And they picked their MOST unforgiving, ugly item to promote. Yeeeeesh. This whole season of bringing back the worst of eighties style dressing is just falling flat all over the place.

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