GAP's China Comeback: Re-inventing its image, connecting to youth
GAP's recent music pop-up activation in Shanghai & Shenzhen (Sept 20 – Oct 8) is the latest move in its turnaround, since Baozun took over operations in 2023.
The Turnaround: In 2022, GAP sold its China business to local partner Baozun, after a wave of store closures. GAP had lost its connection to consumers, with dull products and unfocused marketing.
Since 2023, Baozun has opened 40 new stores (reaching 152 total), profitability has been restored - 50 more stores planned for 2025. Reposition GAP as youth-driven and fashion-forward brand, with cooler designs and stories has paid off.
Music Pop-Ups: GAP has implemented two pop-ups (Shanghai and Shenzhen) tied to nightlife culture, amplified on Xiaohongshu and Douyin. Visitors who followed GAP and shared campaign content received limited-edition vinyl-inspired phone stands.
They didnt hold the pop-up in a mall ...focusing instead on a space where they could present a more authentic, cultural experience (and keep costs down ...making it more repeatable/scalable).
Im not sure how well Cheng Yi (the GAP brand ambassador) fits with the music theme but he certainly delivers on the image (being fresh, stylish and talented) while connecting with a youth fan base (20 million fans). He more than makes up for his lack of music chops with supporting the brand-audience image connection.
Brand revivals: need both operational excellence (Baozun's expansion + profitability) AND cultural repositioning.
Brands must continually create fresh, exciting stories and bring the heat. Chinese consumers move fast, competition is stiff, and cultural relevance expires quickly.
GAP China has both (1)improved operations and product effectiveness, AND (2)creating a cultural connection via strong storytelling.