The Gap's Holiday Shopping Guide Uses Sweaters as Instruments
Laura McQuarrie — November 8, 2014 — Marketing
References: gapgiftguide & psfk
Now that November is well underway, the Gap has released its holiday shopping guide, which takes the form of an augmented reality experience that calls for people to 'Play Your Stripes.'
The experience was developed in a collaboration with artist Blood Orange and it has web shoppers activate their webcams in order to strum sweaters. This way, shoppers are able to create their own versions of 'It It What It Is' by Blood Orange. On top of the garments being animated in this way, the campaign also features several short films revealing the secret lives of gloves and leggings. Since some of the first Gap stores sold both jeans and records, this is a fun way to go back to the brand's roots by combining fashion, music and shopping.
The experience was developed in a collaboration with artist Blood Orange and it has web shoppers activate their webcams in order to strum sweaters. This way, shoppers are able to create their own versions of 'It It What It Is' by Blood Orange. On top of the garments being animated in this way, the campaign also features several short films revealing the secret lives of gloves and leggings. Since some of the first Gap stores sold both jeans and records, this is a fun way to go back to the brand's roots by combining fashion, music and shopping.
Trend Themes
1. Augmented Reality Shopping - The use of augmented reality in shopping experiences like the Gap's holiday guide presents opportunities for brands to create immersive and interactive shopping experiences for customers.
2. Fashion & Music Collabs - Collaborations between fashion brands and musicians, as seen in the partnership between the Gap and Blood Orange, allow for unique and creative marketing campaigns that merge fashion and music together.
3. Animating Garments - Animating clothing items through augmented reality, as demonstrated in the Gap's campaign, opens up possibilities for clothing brands to bring their products to life, creating engaging and memorable shopping experiences for customers.
Industry Implications
1. Fashion Retail - Fashion retailers can explore augmented reality shopping experiences and collaborations with musicians to enhance their brand image and attract customers with interactive and immersive shopping experiences.
2. Music Industry - Musicians and record labels can leverage partnerships with fashion brands to create unique and visually appealing campaigns that promote their music while reaching a wider audience through the fashion industry.
3. Augmented Reality Technology - The use of augmented reality in fashion and retail, as demonstrated by the Gap's holiday campaign, highlights the growing demand for innovative technology solutions that can enhance traditional shopping experiences.
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