GAP AGAIN GOES 'FOR EVERY GENERATION'

Struggling Retailer Brings Back Old Tagline

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SAN FRANCISCO (AdAge.com) -- The Gap, mired in a 28-month string of same-store sales declines, this week launches new ads with an old line: "For every generation, there's a Gap."

The tag first appeared

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in 1991 to help introduce Gap Kids and babyGap stores. This time it is shortened to "For Every Generation" followed by the Gap logo.

Gap plans a newspaper push, including its first "maga-log," as well as a slick 48-page insert in Conde Nast Publications' Vanity Fair.

The work is the first from Laird & Partners, New York, which also handles print ads for GapBody stores. Spending was not disclosed.

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