How to Revive Dying Brands Like the Gap

How does a brand go from being hip and cool to stiff and boring? Gap clothing used to be a staple in 90’s wardrobes, but as its value continues to plummet, analysts predict the retailer will disappear. Sales expert and speaker John Livesay says Gap can be saved if its leaders go back to the basics.

“Gap has faded like a song you can’t quite remember, but in its heyday, it was closely aligned with music,” says Livesay. “Its advertisers ran pages in Rolling Stone because both brands celebrated music and freedom of expression. The “GAP” represented a ‘generation gap’ between old people and hippies seeking peace. If leaders can come back with new relevant issues, they can revitalize the brand.”