SAN FRANCISCO: Clothing retailer The Gap has launched a US AOR search to help the ubiquitous brand move beyond its fashion focus.
The review only entails The Gap stores, and not the namesake parent company or sister brands Old Navy, Banana Republic, and Forth & Towne.
Select Resources International is handling the search. Senior partner Dan Orsborn, who is managing the review, said the incumbent, New York-based KCD Worldwide, is not participating.
"The Gap feels they have gotten great results with KCD," said Orsborn. "But The Gap wants a more strategic, broader scope."
KCD was not immediately available for comment.
The Gap wants to go beyond its PR being primarily fashion-focused, and be seen more as a lifestyle brand, said Orsborn. The account will include all of The Gap's related brands, including Gap Body and Baby Gap.
Orsborn declined to divulge the size of the account, and said that The Gap would not comment on the review. The review should be finished by December.
Select Resources oversaw the US AOR search last year for Old Navy, which switched from DeVries PR to Burson-Marsteller.