I made it to The Gap

April 3, 2010 at 2:58 pm (commercial, fashion) (, , , , , , , , , , , , , , , , , , , )

I’m not a huge fan of The Gap.  I never was and going in did not change my mind.  In three words its neat, clean and denim.  Even the scents are clean.  Not to mention its a bit more expensive than I’d like.  I’m not going to buy 80 dollar jeans, however nice they are.  Even if I did have the money the Gap’s not exciting enough for me to shop at.  Neat and Clean is ok, but that’s not exactly what I’m looking for in clothing.  And what’s the whole thing about 1969? I didn’t see any hippy stuff going on in there.  Lucky Brand does that much better than The Gap.  The music wasn’t all that good. It varied between soft rock and some slow weird techno that sounded like something I could have made which means not good. There weren’t too many pictures of people in the store, two big posters, and some little ones scattered around.  It didn’t help me figure out who are the people wearing the clothes. 

So who exactly is The Gap advertising to? Its kind of a mystery.  I should have gotten it walking in the store.  I didn’t.  And looking at their commericals with Sarah Jessica Parker and Common or their Christmas/Hannaka/ Kwanza one I thought they were looking for fun, cool people, but in the store it was like they were looking for boring people who like normal jeans.  Not a ripped one in sight. Just the basics: straight, boot, I don’t even know if they had wide. But the quality of the jeans was good.  Better than some places, but I would rather shop at Old Navy which is the same company anyways. But Old Navy has better commercials and is much cooler in general.

Unlike the other stores I had to look at for my grad school ap: Aeropostale, Abercrombie and Fitch, American Eagle, and J Crew, The Gap sales children’s clothes.  Aeropostale and American Eagle attract tweens who can pick out their own clothing, but not children whose parents are doing the shopping.  All of them have mens and womens clothing.  But all the rest of the stores at least had a definite brand image of whose coming into the store.  Aeropostale with the bright colors, Tees, and hoodies is fairly youthful although I did see an entire family, the dad, mom, and daughters, all wearing Aeropostale.  American Eagle is youthful with a kind of laid back, and beachy hemp wearing. Abercrombie’s like a club, for partiers and “Hot” people, while J Crew is more mature than the other stores. College age and up I’d say. The Gap is somewhat mature with its basics: sweaters, jeans, and the like.  The image seems to be basic and neat, classic.  But when there are more exciting stores to shop in  with more character and your commercials aim for something else it gets all jumbled up as to who should shop in there.

People pay for the brand image more than the. clothing.  Why would they be interested in buying from a store with a confused image? And with everyone trying to be uber fasionable now days are basics selling if they aren’t cheap? People will buy basics, normal jeans and sweaters, but if you can get that at Walmart for under $30 are you willing to shell out $80 even if it is better quality?

Of course it could just be the Gap at Chesterfield Townscenter and it may not reflect all other Gaps, but there is a reason I never shop at The Gap.

Kagehime

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A Look @ American Eagle

March 20, 2010 at 10:50 am (fashion) (, , , , , , , , , , )

For my grad school ap  for advertising they have me doing some strange and some kind of cool stuff.  Like I get to go into clothing stores which I like doing and compare them.  The ones they have me going in aren’t necessarily the ones I shop in so I’m not too afraid of going on a shopping spree.  They’ve got me looking at the Gap, Abercrombie and Fitch, J Crew, and American Eagle.  I have to see why and how these other stores are taking away the Gap’s market. 

So far I’ve only gone into American Eagle and I have to say it made me feel fat and I am by no means fat unless I decided to model.  They had all their double zeros out on display and I was like where are your 6s.  I understand that zeros and the like are difficult to find in normal stores so I wasn’t all like get me out of here, but really the double zeros don’t have the best look aesthetically when on display.  They carry a lot of denim and plaid, but that’s to be expected.  Now I have to check out the other stores on the list.

Do you shop at any of these stores?  What do you think?

Kagehime

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Trapped in a Box

January 17, 2010 at 3:56 pm (art, jobs, rant) (, , , , , , , , , , , , , , , , , , , , )

I’m having trouble deciding on a REAL career path because everyone always wants to put you in a box.  It doesn’t really matter if you fit there or not, but it allows them to better understand you and I suppose it is easier just to go into a box that’s already there instead of making your own. I’m not even sure I want a box at all.  Once you create a box you create limitations.  Although it does help to be categorized, but people will try to do that for you so I guess I don’t have to worry about that.

I could go to grad school for advertising/marketing in

Art Direction which is for people who like design, photography, fonts, basically think visually

Communications strategy which is for the people who ask why…and why not, insights for blue prints, eager to solve business problems, look for new ways to interact with people, are a culture junkie

So if I do communications strategy will I get the chance to do art? Or would I be too insanely busy? Which would in turn drive me insane.

And then if I go back for art I’m far behind the other applications in the fine arts department or to be an art director actually.  I have very little experience with a mac and that seems to be a pre req for all the concentrations.  Wtf is up with that.  Supposedly “all creative people use a mac” so I must not be “creative.”

And if I want to be a creative director some day it looks like being an art director or copywriter is the way to go.  Or being Lady Gaga. Sarah Jessica Parker, or Lindsay Lohan.  Celebs seem to be snatching up the office of creative director left and right.

Then I have the problem that I want to start a business, draw comics, paint, and I want to make money.  Which track will get me money and allow me to do what I really want to do?  Not to mention the price of grad school is outrageous.  Who can afford that even with loans? I feel sick to my stomach thinking about it.

There’s a No Doubt song Trapped in a Box that describes this problem pefectly.

Kagehime

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