Gap and Havaianas unite in NYC

To kickoff the partnership with my favorite flip flop brand Havaianas, GAP utilized their flagship store in Manhattan to create a mini pop-up store between April 30th and June 13th. I'm calling it a mini pop-up store because GAP has a small space attached to their flagship store that they use for various promotions and partnerships. Although this is a great "flex space" to feature what is new at GAP, I think that they should have gone a step further.

I wouldn't say that this pop-up is at the caliber of Target or other retailers who utilize different spaces throughout the country with a different look and feel each time. Pop-up stores are known for "popping up" (for lack of better word) where you least expect it and completely blowing out a space to leverage the promotion. It creates a unique experience outside of the typical retail environment that is exciting and fresh. By utilizing an existing GAP store the only newless is the product, which can be found at any GAP store. Why would I go out of my way to go to this "pop-up" store when I can go to my local GAP and get the same product and have the same experience. I'm not sure that they differentiated this store enough from their chain stores. The only difference is that at this store you can embellish your flip flops. Why would I want to embellish my flip flops? I guess that could be cool to some people, but I'm not sure that embellished flip flops are really a trend at the moment. And, I don't know that I would pay extra to embellish my flip flops.

GAP did brand the small space Havaianas, but essentially it is in a GAP store. I'm sure that by utilizing this existing space GAP saves themselves a lot of money, which they probably need to do since they aren't doing so hot, but I would have rather seen GAP take more risks and to think outside of the box. I think overall their marketing is weak and really lacks focus. There is no clear GAP message the is communicated to their audience. Instead, they focus their attention on leverage celebrities to sell their brand. It hasn't been working, so I think it is time they try something new.

Although I feel that the promotion is just as weak as all of GAP's initiatives, I am really glad that they are partnering with Havaianas. I actually think that the two are a great fit. Both are casual, fun, and colorful brands that share the same audience. [source: BizBash]