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Gap finds right fit with mobile for new jeans campaign

October 5, 2009

Born to be wild

Born to be wild

In celebration of the launch of its new 1969 Premium Jeans that were “Born to Fit,” Gap is encouraging fans to declare what they were born to wear via its StyleMixer iPhone application.

StyleMixer was designed by AKQA and is a social shopping application that lets users mix and match clothes, find inspiration and get advice. StyleMixers can organize outfits, get feedback from Facebook friends and the StyleMixer community, integrate images of clothes from their own closets and get ideas from other community members.

“In developing our Born to Fit marketing campaign (to launch our new Gap 1969 Premium Jeans), we wanted to incorporate both traditional and nontraditional elements,” said Kim Terry, a member of the Gap engagement marketing and PR team, San Francisco. “We introduced the StyleMixer app as part of our Born to Fit campaign, but we designed it to be an evergreen app that would live beyond this specific campaign.

“We were very customer-focused when we thought about the app,” she said. “We wanted something truly engaging and fun, something that would foster community among people who love fashion and Gap.”

The 1969 Premium Jeans, named in honor of Gap’s debut year, have been completely reworked and redesigned at every level – from design and fit, to fabric, fasteners and production. The new collection was created with a major focus on fit, premium washes and styles that accommodate different body types.

Leveraging a somewhat untapped iPhone technology (GPS), the application unlocks special denim discounts when users are near a Gap store.

The application lets users swipe, slide and tap to design new outfits in the fitting room.

Users can also show their outfits to their Facebook friends and the StyleMixer community.

The application includes a personalized closet for each user. Users can add items, flip through outfits and see what others are saying about their style.

Additionally, users can find inspiration in the Community Gallery by checking out the looks, making comments and even stealing a favorite outfit for their own closet.

StyleMixer was meant to serve as a tool for Gap fans to discover new trends, meet enthusiasts and get dressed with confidence.

The online aspect for the Born to Fit campaign includes an interactive Facebook gallery and a virtual moving runway on

Gap transformed its Facebook Fan Page into the ultimate jeans destination. Visitors can check out the 1969 Premium Jeans and participate in the interactive Born to Fit campaign.

To provide inspiration, Gap has enlisted celebrities, musicians, entrepreneurs and style-makers to declare what they were born to do. 

Enlisting musicians across the country who are born to perform, Gap hosted the nation’s largest simultaneous acoustic concert at its more than 700 Gap stores on the evening of Aug. 20.

A handful of Gap stores in New York, Los Angeles, Chicago, San Francisco, Nashville and Minneapolis hosted special events, with well-known artists such as Marc Broussard, Cassidy, Single File, Matt White and Parachute.

In-store parties took place from 7:00 to 9:00 p.m. local times where shoppers received $20 off their favorite jeans and an additional 15 percent off their entire purchase.

In addition to the in-store concerts, Gap also opened its 1969 Jeans Shops on Los Angeles’ Robertson Blvd. and New York City’s 5th Ave, which were open through September.

“Our target customer lives and breathes technology, so developing an iPhone app is a natural progression for our digital strategy,” Ms. Terry said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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