Gap just snagged the number one activewear brand’s top marketing maven. Allegra O’Hare, who previously served at Adidas, is the new head of marketing for Gap. Though the retailer has taken several steps to save itself from impending doom in the past, here’s why its latest move might just be its ultimate savior.
Gap has suffered from a slew of slow sales and store closings for a few years now. Other companies understand the importance of digital assets and a social presence, with Instagram accounting for 97% of social interactions with retailers, according to Gartner L2’s Digital IQ Index: Specialty Retail. But despite continuing to outspend peers on digital advertising and paid search, Gap has seen stalled engagement on Instagram, keeping it from getting the hang of success.
Adidas, on the other hand, raced to the top of its activewear peers, in part due to its massive social influence, with almost eight times as many Instagram followers as Gap. Adidas also shines with substantial YouTube investments, including a campaign led by O’Hare called “The Original Is Never Finished,” which accounted for seven of the ten most-viewed videos by all brands tracked in Gartner L2’s Digital IQ Index: Activewear and went on to win a Cannes Lions Grand Prix in 2017.
Prior to its newest appointment, Gap brought on a new CEO as well. However, there was always a hole in its strategy that began and ended with social media, specifically Instagram. Based on Adidas’ track record with viral content and Instagram prowess, Gap might now be getting the patch-up it’s been needing all along.