To me this video expresses a brand that’s truly invested in social media and respects the space. Gap US not only listen to positive comments but also find negative comments invaluable. This illustrates that Gap US is listening and acknowledging, and are happy for their customer to help shape the future of the brand.
Internationally Gap is doing some great things, however in Australia the brand hasn’t quite grasped this social concept and is failing to meet Gap’s overall online strategy.
Gap Australia is ran by a Distribution company, the disconnect is quite obvious and a shame to see. It would be great if Gap Australia embraced social the way international are., sadly I cannot see this happening for a while.