Gap is Eyeing New Customers. Will They Keep Them On Board?

What’s in this article:

• Gap’s new flagship YEEZY line could mean a brand-new target audience (and fortune) for the retailer
• Athleta Inc (owned by Gap) is also gaining the spotlight with its superstar presenter, Simon Biles

With an average pair of YEEZY sneakers costing hundreds of dollars, Kanye West’s brand is known to be lavish – especially among a younger, Gen Z audience and fan base. Still, the legendary artist announced the collab with Gap last June on his Instagram and Twitter accounts.

Now, Business of Fashion is reporting that the retailer is “on track” to launch its YEEZY line by the end of June.

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The Odd Couple

For Gap, it means tapping into a young and fresh market with a completely unfamiliar kind of branding strategy. The challenge is to turn these new audiences into loyal customers.

After all, YEEZY’s outlandish style has become increasingly popular over the years, providing customers who sport the gear an innovative, super-trendy look. When new exclusive YEEZYs come out, they immediately sell out. They’re also recognizable from a mile away. All of which are things Gap was never known for.

Getting the attention of the kind of customers that look for differentiation is only the first step.

“We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his YEEZY brand and together defining a next-level retail partnership,” said Mark Breitbard, Global Head of Gap Brand.

Gap’s Athleta in the Spotlight

Last month, four-time U.S. Olympic gymnastics champion Simone Biles announced that she has chosen to partner with Athleta, ending a 6-year deal with Nike.

Biles recently mastered an unheard-of move on the gymnastics vault, which many even consider dangerous. Criticism comes from the fact that no other woman has ever tried the move and that Biles is too good; she can win any competition against any gymnast of her kind.

“I know it’s not the correct one, but I can still do it,” Biles said. “So why not just show off my ability and athleticism?”

While making history once again with the Yurchenko double pike, Biles was seen sporting a leotard with a rhinestone goat on it – applying she’s the greatest of all time.

This caught the attention of athletes like LeBron James, who retweeted the action:

What this collaboration clearly gives Gap is similar to what Kanye brings with his brand – a completely different angle to the Gap faimly.

The common denominator here is that Gap proactively and strategically uses celebrities to a) tap into a younger, fresher, and cooler market while b) reinforcing and embracing strong and powerful Black Americans. Both are smart moves towards starting meaningful relationships with new customers.