It’s a juxtaposition that Alderete said is intentional. Gen Z today has a deep fondness for the ’90s and early 2000s, but they want those styles presented in a modern way.
“The younger generation is very fascinated by the ’90s,” Alderete said. “And that’s our brand heritage.
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Discussion Questions:
- What is a brand?
- What is brand “heritage” and why is it important from a branding perspective?
- According to this story, what is Gap’s brand heritage?
- Why do you think Gap chose to connect its new marketing campaign to the ’90s?
- Who is Gen Z?
- According to this story, Gen Z had a “deep fondness” for the ’90s and early 2000s. Would you agree with that assessment?
- What does it mean for something to go viral from a marketing perspective?
- What moment “went viral” for Gap?
- How has that moment helped the brand from a marketing perspective?