01 Aug '11, 1pm

Gap in big shift to digital, social media: SAN FRANCISCO - GAP Inc is spending a lot more on digital and social

SAN FRANCISCO - GAP Inc is spending a lot more on digital and social media in its first major marketing campaign since a management shake-up in February, as the apparel retailer tries to lure younger customers. The autumn marketing campaign, which focuses on Gap's 1969 jeans brand, will mainly be distributed through the company's Facebook page, Pandora Media , Hulu and trend-watching websites including DailyCandy, FabSugar, Glam, LookBook and Refinery29. This fall, Gap is allocating about 40 per cent more money to digital and social media than the year-ago period. That means less spending on traditional media like TV, radio and magazine ads and billboards. A spokesman declined to give a dollar figure. However, Gap as a whole spent US$119 million (S$143 million) on marketing in its latest fiscal quarter and typically spends more later in the year. The shift is being oversee...

Full article: http://www.straitstimes.com/BreakingNews/Money/Story/STIS...

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