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cover of episode Can the Gap make a comeback?

Can the Gap make a comeback?

2024/8/14
logo of podcast Most Innovative Companies

Most Innovative Companies
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Jeff Beer
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Nicole LaPorte
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Jeff Beer: 耐克的奥运品牌宣传活动成功之处在于其不妥协的竞争精神，提升了品牌相关性，这为其他品牌提供了借鉴。 Nicole LaPorte: 盖璞公司在失去品牌方向后，尝试追逐快时尚和高端市场，最终未能成功。盖璞公司在80年代和90年代达到顶峰，但快时尚品牌的兴起、网购的普及以及疫情等因素对其造成了冲击。Mickey Drexler离开后，盖璞失去了方向，经历了多次CEO更迭和管理层变动，最终导致品牌衰落。盖璞公司缺乏清晰的品牌定位，在快时尚和高端市场之间摇摆不定，最终未能重拾品牌动力。 Yasmin Gagne & Josh Christensen: 讨论了盖璞的衰落以及Richard Dickson接手后的复兴计划。他们分析了盖璞面临的挑战，包括快时尚的冲击、电商的兴起以及疫情的影响。同时，他们也探讨了Richard Dickson的背景以及他为盖璞制定的复兴策略。 Nicole LaPorte: 理查德·迪克森（Richard Dickson）在玩具公司取得成功后，选择接手盖璞，是因为他认为盖璞和美泰公司一样，都是具有悠久历史和强大品牌故事的美国品牌，需要重新焕发生机。迪克森的盖璞扭转计划是回归品牌基础，重新关注经典款，并通过现代合作提升品牌相关性。盖璞公司在迪克森领导下，各个品牌都实现了营收增长，股票价格也大幅上涨。迪克森注重品牌文化，鼓励员工参与文化活动，并与年轻一代进行沟通，以了解他们的需求和喜好。他与创始人家族保持密切联系，并积极寻求他们的意见和建议。尽管面临挑战，但盖璞的复兴计划正在取得积极进展。

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This week, we’re taking a look at what some top brands are doing in the sports and entertainment space. This is part of our ongoing monthly series, Brands that Matter, with ‘Fast Company’ senior staff editor Jeff Beer who covers advertising and branding.

Then, we chatted with ‘Fast Company’ contributing writer Nicole LaPorte about the Gap new CEO. Back in the ’80s and ’90s, Gap was synonymous with denim and khakis. But the rise of fast-fashion brands such as Zara and H&M, shift from shopping in malls to shopping online, and the pandemic’s ‘house clothes’ trend, all hit the Gap hard. Then, former Mattel president and COO Richard Dickson came in to take over. And if you’re wondering why a successful toy company executive would want to move to a flailing clothing company . . . we got you.