A Gap in the Channels

Recent print advertisements for The Gap proclaimed “Holiday is here.” If you read the fine print at the bottom of the ad, under the photo of four beautiful women sporting the company’s chunk turtleneck, it says “Shop Gap three ways: go to gap.com, call 1-800-Gap-Style or stop by any Gap store in the U.S.” This makes Gap a multichannel marketer as far as we’re concerned. So why doesn’t Gap just go ahead and launch a catalog? We’re waiting….

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