GQ for Gap

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File this under "surprising match ups!"

GQ (as in the fashion magazine) recently launched a limited edition line of menswear at select Gap locations and at Gap.com.  The line features items designed by "the best menswear designers," (GQ would know) and as the magazine states, "gives them the opportunity to reach a massive audience."

The line is quite impressive.  Like the leather bomber jacket by Lindeberg for $348.  Lindeberg, wow!

I happened to be walking by the 5th Avenue location in Manhattan on Saturday and noticed the displays.  The collection even had a separate entrance and entirely different, distinctive merchandising.  A little bit of Gap and a little bit GQ if you can imagine that.  Gap is obviously taking a page out of J.Crew with its highly designed line of menswear with its own unique look, and separate merchandising strategy.

Quite smart, actually, even though the pairing may seem a bit mis-matched at first.  High end fashion meets everyday casual?  Yup, I think that's the point.  Perhaps this will put Gap back on the map.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU