Their use of fabrics and colours has been likened to that of Italian born competitors Beneton. But with more television, and magazine coverage GAP can definitely boast owning the magic and concept.
GAP adverts always end with a shot on the brand logo, usually on a white or otherwise neutral coloured background. This end shot is used in the same way one uses a full stop in a sentence.
After In-house production was stopped in 2001 ; CEO Mickey Drexler commented " Our attitude to advertising is that nothing is sacred" giving the impression that GAPs advertising is important enough to warrant any kind of change necessary.
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