Gap Debuts "Everyone Belongs" Fall Campaign

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GapKids has introduced a new fall campaign in advance of back-to-school that celebrates everybody. 

GapKids has introduced a new fall campaign in advance of back-to-school that celebrates everybody. 

The “Everyone Belongs” campaign is inspired by the Heather Avis children’s book of the same name, that celebrates real kids with a range of abilities and talents.  

“This fall GapKids campaign reminds us that life is brighter when everyone belongs, and everyone has a chance to shine,” said Mary Alderete, global head of marketing at Gap. “Taking inspiration from the book of the same name, Everyone Belongs by Heather Avis, this campaign encourages children to not only value all people but to also make room for their differences in order to make a better, brighter, and more beautiful world.”

The campaign consists of four main components: awareness, education, engagement and self-expression, said Alderete. The effort aims to build awareness around “individuality and inclusivity. Gap is also hoping to further educate the public about breaking educational barriers by donating 20,000 of Heather’s books to schools.

The brand is using the hashtag #gapkidsbelong on their social channels and is also hosting its first digital talent show where kids can show off their talents to be selected for future campaigns. 

The effort drops just ahead of the back-to-school shopping period, a time when retailers are vying for consumers attention. Sales for the 2022 back-to-school season are expected to be 18.3% higher than the 2019 season, according to Mastercard SpendingPulse.

“Back-to-school is an important time for kids to feel confident in expressing their true self through their own sense of style and Gap is there to provide the high-quality products they search for,” said Alderete. “As with all Gap campaigns, the brand continues to introduce fresh ways to showcase modern American optimism. Individuality and belonging are at the core of what modern American optimism means to the brand. Everyone Belongs expands upon recent campaigns championing individuality and encouraging everyone to celebrate being their true self – their best self.”  

“We’re also looking to reach back to school shoppers and encourage self-expression,” she continued. “We kick off the season celebrating our Icons in a modern fashion – injecting quality product and trend-right styles within tried-and-true product categories that drive our back-to-school checklist with relaxed fit denim seen in the 70s flare and 90s loose fits, styled back to icon jackets, rugby polos, dresses, and pocket tees. It is all about versatility dressing up, down, mixed and matched in comfortable functional outfitting. We also continue to expand our responsibly made programs in Washwell and organic cottons seen in our uniform shop.”

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