VCU Brandcenter Project | Student Spec (2017)
The Ask
My team was tasked to take Baby Gap (Gap Inc) and develop a solution that would captivate a new audience. We chose to target Baby Boomers, the forgotten generation.
The Forgotten Generation
After a life of being analyzed, dissected, and marketed to, today boomers have been all but forgotten by most brands and pushed aside to make room for our culture’s fascination with Millennials and Generation Z. However, this market is a missed opportunity as Baby Boomers are the fastest-growing segment in the United States and have a higher level of discretionary spending power.
“The fastest-growing segment is the Boomer consumer - they have a higher level of discretionary spending power” -Marshal Cohen, Chief Analyst for NPD Group Consulting.
“In the first quarter, Americans 55 and older accounted for 41.6% of consumer spending” - USA Today, 2017
Because the forgotten generation has been ignored in the recent years, they are yearning for engagement from brands.
The Problem
However, despite yearning to be spoken to, Boomers are not drawn to brands that are perceived to target younger consumers.
Methodology
After extensive secondary research, we decided to visit a local Gap store and conduct in-person interviews with 20+ customers. We found that…
Consumer Insight
The best memories are meant to be shared. Often feeling nostalgic for their earlier days, this segment loves to share memories of their youth with their loved ones.
Brand Advantage
Though Baby Boomers are no longer in-tune with the Gap brand, the company was founded on selling jeans and records in the late 1960s, making it possible to attract this market by going back to its vintage roots.
The Solution
With these findings in mind, we wanted to bridge the generational gap by creating an experience that passes the best of one generation on to the next.
The Strategy
Our strategy was to make Gap the destination for finding something special for the little one in your life.
The Creative
In-store Experience
In-store Experience
Set up to reflect the target’s upbringing, we will include props such as guitars, records, and other decors that are reminiscent of the ‘60s and ‘70s pop culture.
Digital Experience
Pushed on the front page of the Gap website, we will be promoting the Baby Gap Bundle.
The Baby Gap Bundle is a subscription box Baby Boomers will be able to purchase as gifts for the little ones in their lives. The boxes will include apparel and a card that will include a message to our customers’ grandchildren. Designed to appeal to our target audience, the packaging itself will give references to the 60’s and 70’s, and the Baby Gap Bundle will only include vintage apparel and accessories for babies and toddlers.
Social Execution
Social Execution
OOH Execution
Team
Art Director: Bianca Diclaro
Copywriter: Tony Joregenson
Experience Designer: Tommy Carroll
Strategist: Hunter Kelly
Creative Brand Manager: Hieu Nguyen