Gap Dresses Kids in RED
Gap is expanding its Product RED line of cause-related products with kids’ clothing. A limited-edition line of T-shirts and sweatshirts and pants hit GapKids and babyGap stores this week, and go on sale at Gap.com on July 5. The company donates half its profits from the sale of RED goods to The Global Fund to pay for HIV/AIDS medications in Africa.
Gap supports the line with print ads starring child star Abigail Breslin (“Little Miss Sunshine”), and two celebrities with their kids: actor Terence Howard (with Hunter, Aubrey and Heaven) and Dixie Chick Natalie Maines (with Beckette and Slade).
The ads, shot by Annie Liebovitz, extend RED’s print campaign and store displays using photos of other celebrities such as Chris Rock, Steven Spielberg and Jennifer Garner.
Gap is one of six Product RED’s licensees, and the highest-profile brand for the venture that was founded in 2005 by Bono and Bobby Shriver to channel business profits to The Global Fund (Promo, January 2007). Gap won’t disclose RED sales, but it’s estimated that the line sold more than $100 million in its first three months.
The retailer has put a significant marketing budget, an estimated $50 million-plus, behind RED; Gap was criticized earlier this year for not generating more sales (and donations) despite its heavy marketing push.
But Gap has stuck with RED, even through the January resignation of CEO Paul Pressler amidst several quarters of weak financial performance (Promo Xtra, Feb. 22, 2007). The chain has a five-year licensing deal with Product RED through 2010, and plans to add new items at least twice a year, in spring and fall.
The kids’ line launching this week includes Gap classics like T-shirts, hoodies, bodysuits and pants decorated with the words ADO(RED), INSPI(RED) and DISCOVE(RED). Earlier this spring, babyGap bowed bodysuits with the words DIAPE(RED) and DELIVE(RED).
