Late 1990s and Beyond
By the late 1990s, Drexler felt The Gap had strayed too far into the trendy genre and was losing customers as a result. As such, he retooled The Gap's image in 1997, emphasizing a return to simplicity and the company's most basic offerings--pocket tee's, jeans, and khakis. Long-time advertising director Maggie Gross left the firm after Drexler pulled the plug on a print campaign that did not gel with The Gap's new basic image. That year, the firm went back to television advertising with commercials that highlighted Gap Easy Fit jeans featuring well-known celebrities that included Lena Horne, LL Cool J, and Luscious Jackson. In 1998, the firm launched another round of highly successful television commercials--this time the star being its line of khaki pants. The company also began its foray into e-tailing and introduced gap.com along with gapkids.com and babygap.com. Banana Republic and Old Navy began catering to online shoppers shortly thereafter.
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