The Gap knows that it’s not about the individual pieces in your wardrobe, it’s how you put them together that counts. Jeans and a t-shirt can be punk, preppy or Paris depending on how you mix and match the colors, prints and accessories.
This is the concept behind their new Styld.by campaign which takes the simple catalog shoot and turns it into a highly shareable experience.
The Gap collaborated with six fashion and lifestyle blogs including WhoWhatWear, FabSugar, and MOG. Each blog took key items from The Gap’s new “Be Bright” line, then styled the clothes in a way that suited their readers.
From Tomboy Glam at Rue to Rockin Leather on Mog, each photo has two important elements, links to The Gap catalog and an easy share box.
This is a screen cap of The Gap’s Styld.by website which features the works from all the blogs. This is just a collection point. Each photo shoot resides on the blog that created it, in this case, Fabsugar. The khakis description in the lower right corner clicks through The Gap catalog for an instant sale.
The share box is just a box when you hit the page, scroll over and you get a choice of social media. Note that Pinterest is one of the options. This kind of campaign is supremely suited to the new graphical bulletin board site. It’s bright, it has personality and it represents the pinners’ style — even if it’s only a wish.
For young women, it’s the modern version of ripping pages out of a magazine and taping them to your bedroom wall. It’s even better because now, all your friends can see your pages, too.
Most of all, even though these photo pages clearly favor The Gap, they don’t look like ads. They make you want, without feeling pressured to buy. It’s content over ad copy and it should result in big sales numbers for the clothier.