Gap Launches Content Creation Platform to Woo Influencers

Gap is boosting its presence in the minds - and mobiles - of consumers. The U.S. company, which has set itself the goal of returning to a relevant space in the generational dialogue, has launched an affiliation platform for content creators, also known as influencers.

“For decades, Gap brands have built a legacy and told a story that connected fashion with culture, inspiring entire generations through campaigns that went beyond style to generate dialogue and build community,“ the group explained.

The company, which for years has stood as an American cultural icon beyond fashion, seeks to reclaim some of this role that has faded in recent years. With the arrival of Richard Dickson at the helm, the company began to implement a new strategy to regain cultural relevance, relating to movements such as music.

At the same time, other American icons have reproduced the same twist, with campaigns such as those starring Bad Bunny or Rosalía for the American intimates giant Calvin Klein, or Beyoncé’s role as the image of Levi Strauss.

Gap has launched an affiliate platform to raise its presence among the country’s influencer community

The group gave the first hints of its repositioning plan as early as the beginning of last year, with the signing of Zac Posen, one of the country’s most acclaimed creatives, as creative director for Gap and Old Navy. Less than a year later, the company has already diversified this strategy through the launch of a premium collection, with the aim of gaining repositioning in the market, and an ad starring the female group Katseye, to do the same on the Internet.

“Better in Denim has become Gap’s most successful social media campaign to date, with more than 600 million views and 8 billion impressions in just one month,“ the U.S. group celebrated, which in turn demonstrates Gap’s power to resonate with today’s influencers and consumers.

The giant’s latest strategy now involves an affiliation platform for these content creators, allowing them to centralize their interactions with all the group’s brands. Through this tool, influencers will be able to gain early access to certain launches, exclusive promotions and paid collaborations, as well as the possibility of their content also being broadcast on the brands’ official channels.

“The affiliate program is focused on real interaction with the company - Gap has assured -; and will allow us to build closer relationships with content creators and leverage the data generated to amplify our impact on a large scale.“ For the time being, the platform will accept affiliate applications only from influencers based in the country, of legal age and with a minimum of 1,000 followers on a single platform.

“We want to build on the momentum generated thanks to Better in Denim and extend our reach as a cultural player, ensuring that the group’s brands remain at the forefront of the generational dialogue,“ the company claimed.