Gap Inc.s Banana Republic isnt just mailing its spring collection to fashion bloggers in hopes of glowing reviews. The modern work-wear brand is making one of them a star.
The brands Love campaign will feature the story of how Joy Cho, the author of fashion and lifestyle blog Oh Joy, met her husband and will re-create their first date with photos of the pair in Banana Republic items, Catherine Sadler, global chief marketing officer, said in a telephone interview.
Our partnership with Oh Joy begins what will evolve into an even more extensive digital content presence in 2013, Sadler said. Not only will we look to excite customers and connect with them through curated content in association with blogs like Oh Joy, but were also excited about curating and pushing out our own content in the digital space.
In the past year, Banana Republic has boosted sales by forming partnerships with a wide range of entities from Bon Appetit magazine and the Mad Men television show to designer Trina Turk, adding to a rebound across all of Gaps brands in North America. With the spring campaign, the unit of San Francisco-based Gap will also collaborate with dating site Match.com, holding in-store events for members in eight cities, and engage with shoppers on Instagram and Twitter, Sadler said.
Chos website gets more than 190,000 unique visitors a month, Sadler said, and she has more than 12 million followers on social-media website Pinterest. That compares with fewer than half a million at Banana Republic and brands including J. Crew and Anthropologie.