Consumers may soon be pinning up takeout menus for Gap clothes on kitchen bulletin boards alongside those for pizza and Chinese food.
The retail chain is testing a program in Manhattan and the Hamptons this summer offering quick home delivery of apparel. After filling out a form listing 21 items such as socks, caps, belts and jeans, and faxing it or submitting it online, customers can have orders delivered within an hour for $13 or within 2 or more hours for $10.
Order forms are available online and are being handed out by bicycle-helmeted greeters in all Manhattan Gap stores. The forms also appear in a four-page ad insert in the June 13 issue of New York Magazine.
Michael McCadden, Gap exec VP-marketing, said the trial is not necessarily intended to be rolled out in other markets.
"We wanted to see how we could take `easy' to the next step," he said.
The Manhattan effort, he added, is the latest in a series of marketing initiatives designed to get consumers to "think of the Gap in a slightly different way."
The first page of the New York insert shows a stack of folded Gap clothing, including T-shirts and jeans. The next two pages consist of the menu and are headlined "Summer in Manhattan just got a little easier." The merchandise menu will be changed every four to six weeks, along with Gap inventories.
LINKING WITH DISCOVERY
Separately, in one of the first promotions of its kind for Gap Inc., GapKids has teamed with the Discovery Channel for an in-store and on-air promotion in support of animals at risk of extinction. The campaign includes one of the Gap's first sweepstakes, for a trip to Los Angeles to attend and possibly participate in the taping of a Discovery Channel kids' TV show.
The wildlife program is integrated with T-shirts featuring animal photography as well as signage in GapKids windows.
Copyright June 1998, Crain Communications Inc.