Gap Inc. used to be known for its distinctive and celebrity-laden television ads. But as part of a cost-cutting drive, Gap last year eliminated TV ads from its namesake chain's marketing arsenal.
It was a risky move. Television ads have long been seen as the easiest way to reach a mass audience. But for Gap, pulling back from TV gives the chain's new management team a chance to work out product kinks seen as causing a sales slump over the past couple of years.
To help turn around the Gap brand, the company tapped a 21-year company veteran, Marka Hansen, ...
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