fashion-memopad
fashion-memopad

Memo Pad: Conde Nast Fights Back... Gap's Give-and-Take

“The gloves are off here at Condé [Nast],” said Wired publisher Howard Mittman, whose magazine will end the year in the number-one spot at the company.

GAP’S GIVE-AND-TAKE: Gap is tapping into consumers’ altruistic and acquisitive sides with the question: “What do you want this holiday?” After shopping online, customers are directed to Gap’s Facebook page and to YouTube to “share your holiday wants for the world.” “The holiday campaign is about selling products, the [social] campaign is about meaning,” said Marka Hansen, president of Gap North America. Facebook fans can watch a video of one of Gap’s inspirational individuals — artists, actors, entrepreneurs and musicians. For every fan who “Likes” one of the videos, Gap will donate $1 to the subject’s favorite cause, up to $150,000. Subjects include Donald Glover, Lauren Bush, Reeve Carney, choreographer Benjamin Millepied and blogger Susie Bubble, among others. Gap is offering 30 percent off one regularly priced item to those who “Like” a video.

For a more eccentric selection of products than either Gap stores or Gap.com offers, the company turned over its White Space pop-up shop, at 680 Fifth Avenue, to the editors of Cool Hunting. The Cool Hunting-curated Gap shop bows on Friday, featuring products from Jonathan Adler, Fat Witch Brownies, Sol Moscot, Jawbone and Bamboo Bike Studio, plus executive editor Evan Orensten’s favorite Mast Brothers chocolate bars infused with June Taylor’s citrus peels, as well as red knit slippers by Tom Scott. — Sharon Edelson

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