00:00Gap launched the fashion tainment strategy in 2024 with Tyla and scaled it with Troye Sivan.
00:05But global pop group cat size Better in Denim was where the hype paid off.
00:10400 million views in three days and sales went up 7% that fall, up sharply from the preceding quarter.
00:16Why the focus on cultural relevance from the get-go?
00:19Brands are stories and to some extent those stories have to be relevant and connect with an audience.
00:26And in the context of our history, across our portfolio, we started and had great storytelling brands.
00:32But somewhere along the way, lost the story and became more about the stuff.
00:37And the stuff, while it's sold in the context of turning on sales, we lost the connection of the storytelling
00:43of our brands.
00:43And so cultural connection and cultural relevance is actually a fundamental part of brand management.
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