FIDM - Strategies of Business Management

In this project, we developed a full rebrand strategy for GAP as part of our Strategies of Business Management course. Our focus was on revitalizing the brand’s cultural relevance by blending its iconic heritage with modern streetwear influences. We created a full marketing campaign—GAP REMIX—centered around influencer partnerships, digital activations, and experiential retail. The campaign included a featured collaboration with music and fashion “it girl” Doechii, aiming to reconnect GAP with Gen Z and Millennial audiences through self-expression, creativity, and style innovation.