Gap Inc.'s Social Media: Selling Feminism and Essay

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Gap Inc.'s Social Media: Selling Feminism and Equality, Not T-Shirts

Forbes 9/30/2014 -- Clare O'Connor

http://www.forbes.com/sites/clareoconnor/2014/09/30/gap-incs-social-media-selling-feminism-and-equality-not-t-shirts/

This article highlights Gap's new media campaign which is less about selling any of its items and more about selling a progressive brand image. The company has taken a stand on feminism and equality in the workplace. If you take a look at the social media accounts of parent company Gap GPS Inc. And you'll see the 45-year-old retail giant has been carefully cultivating a web presence focused on feminism, equal pay and progressive values (O'Connor, 2014).

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Gap's competitors, such as Old Navy or Banana Republic offer content about styling tips by contrast.

The company is attempting to pick up and be associated with a larger social movement that is known as #HeForShe which was introduced and is backed by the United Nations. They have also embraced other similar campaigns that call for equal rights and pay in the workplace. In a blog post, Gap Inc.'s….....

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