Gap's failure to engage following rebrand deemed a 'missed opportunity' by top PRO

Clothing giant Gap's failure to engage with consumers following its controversial logo redesign is a 'missed opportunity' according to a leading PRO.

Criticised: retail giant Gap
Criticised: retail giant Gap

The US retailer binned a new logo just one week after its introduction following an ‘outpouring’ of comments online.

More than 2,000 comments were posted on the company's Facebook page on the issue, with many demanding the return of the traditional logo.

The original logo, which has used been used for more than 20 years, has a blue box with GAP written in white inside.

The new logo on the website had ‘Gap’ written in black against a light background with a small blue square laid over the top of the letter ‘p’.

Andrew Bloch, managing director of Frank PR, said: ‘Clearly Gap missed an opportunity to engage with the online community and faced a massive consumer backlash as a consequence.  

‘Its decision to revert back to their original logo, while on the one hand could be construed as weak, on the other hand, clearly communicates that they listen to their customers.  

‘No doubt Gap will now "evolve" its logo design, but this time, with the help of customers.  If it doesn’t it will be an opportunity missed.’

Sam Fearn, managing director of Fearnhurst PR said: 'With Gap retracting its logo as a result of feedback from their online community, it shows how powerful and significant the digital arean has now become in shaping and positioning iconic brands.

'Retailers need to embrace social networks and interact with their customers when considering major changes to their image.'

In a statement released on the Gap website, Mark Hansen, president of Gap Brand North America, admitted the retailer failed to ‘engage with the online community’.

He added: ‘There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way’.

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