Gap, the fashion retailer that has traditionally used high-profile TV ads to build its brand, is scrapping the medium in favour of social networks for a campaign to publicise its new line of denim-wear.
As the credit crunch takes hold and consumers feel the pinch, savvy shoppers have been turning to online in their droves not just to purchase but to seek advice and sharing tips with each other whilst shopping. Consumers aren’t just looking for the cheapest bargains, they are increasingly looking for reassurance and solutions. This isn’t just looking at user reviews. This is the online world’s equivalent of having a natter with shoppers on the high street and pointing out which stores to go in.
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The success of social networks such as MySpace, Facebook and Bebo has caught the imagination of marketers everywhere.