NEW YORK: Gap is launching an urban-beach-theme shop, featuring the Brazil flip-flop brand Havaianas and Gap summer items, in its New York City rotating concept venue. The shop will remain open from April 30th to June 13th to promote an ongoing partnership in the US, and to generate buzz and awareness for both brands.
“Our goal with the space is to create buzz and PR through various partners,” said Kim Terry, senior manager of PR for Gap Brands. “Their collection works well with Gap's optimistic color point-of-view for summer.”
Earlier this month, Havaianas' flip-flops rolled out in 700+ Gap stores. Elaine Sugimura, president of Alpargatas USA – Havaianas' parent company in the US – said brand awareness is the “number one goal” for its company's part in the effort.
To promote the pop-up, the teams – Gap is working with US AOR SS&K and Havaianas with US AOR Alison Brod PR – are conducting a regional outreach effort to fashion press, advertising and trade press, New York dailies, and bloggers. They are also promoting the concept on the companies' Facebook pages.
The brands will also host a sneak-peek kickoff event for press and “Make Your Own Havaianas” events for consumers.
In-store signage at its flagship store on 54th and 5th Ave. will also direct consumers to the pop-up which is located on 5th Ave between 53rd and 54th streets.
The companies would not disclose information about the marketing budget.