Back in December, my friends and I were shopping at an upscale outdoor mall when a random storm rolled in. With 30 minutes to kill before our dinner reservation, we ran into the nearest store: Gap. None of us had stepped foot in a Gap in over a decade (not since our moms dragged us in for back-to-school shopping) and it was completely different. There were walls of clothing and accessories we’d actually shop for as college girls in our 20s and a solid selection of loungewear, professional dress, and chic options.
At the start of the semester, Social Media Market Strategy professor us select a company to build a digital strategy for. While we’d be learning the material in class, she wanted us to learn how to apply it in a real-world context. With the rise of user-generated content and fashion brand pop-up shops, I developed a social media campaign for Gap aimed at helping the brand reclaim its market share with the collegiate demographic.
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