{"id":36056,"date":"2010-12-17T22:42:42","date_gmt":"2010-12-17T22:42:42","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=36056"},"modified":"2021-01-07T18:19:04","modified_gmt":"2021-01-07T17:19:04","slug":"gaps-made-in-usa-mistake-offers-lesson-to-learn-from","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/gaps-made-in-usa-mistake-offers-lesson-to-learn-from\/","title":{"rendered":"Gap&#8217;s Made in USA Mistake Offers Lesson to Learn From"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-36057 lazyload\" title=\"gap-feed-bags-china\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/12\/gap-feed-bags-china.png\" alt=\"gap-feed-bags-china\" width=\"189\" height=\"112\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 189px; --smush-placeholder-aspect-ratio: 189\/112;\" \/>Retailer Gap offers another example this year that marketers can learn from.\u00a0 Earlier this year, Gap suffered from negative backlash after <a href=\"https:\/\/www.corporate-eye.com\/main\/time-to-take-sides-on-the-gap-logo-debate\/\">releasing a lackluster logo<\/a> and <a href=\"https:\/\/www.corporate-eye.com\/main\/goodbye-new-gap-logo-welcome-back-old-gap-logo\/\">reverting to the old logo<\/a> a week later.\u00a0 This month, the brand is in the news again related to its holiday social responsibility efforts.<\/p>\n<p>In support of the anti-hunger <a href=\"http:\/\/www.feedprojects.com\/default.asp\">FEED Projects<\/a> charity, Gap is selling limited edition bags imprinted with &#8220;FEED&#8221; along with promotional materials that hype the &#8220;Made in the USA&#8221; message.\u00a0 For each bag purchased by a consumer, Gap will donate $5 to U.S. school lunch programs.<\/p>\n<p>Sounds like a great way to help a charity, right?\u00a0 Well, there is a problem with Gap&#8217;s promotional efforts.\u00a0 Despite the &#8220;Made in the USA&#8221; promotional materials, the bags were made in China &#8212; a fact that is evident on a tag which is sewn into the bags and says two things on it &#8212; &#8220;Gap&#8221; and &#8220;Made in China.&#8221;\u00a0 You can see larger pictures of the bag with the Made in China tag and promotional materials <a href=\"http:\/\/imgur.com\/OilKi\">here<\/a>.<\/p>\n<p>This is a mistake that was certainly unintentional but unfortunately, puts Gap in the middle of negative conversations across the social web for the second time in the same year.\u00a0 It&#8217;s a lesson that all marketers can learn from.\u00a0 Make sure <em>all<\/em> aspects of your marketing campaigns accurately reflect your brand message, image, and promise.<\/p>\n<p>Gap did issue an apology (read it on <a href=\"http:\/\/www.brandchannel.com\/home\/post\/2010\/12\/16\/Gap-Response-Made-in-USA.aspx\">BrandChannel<\/a> where the story broke) and pulled the bags from the campaign, but it demonstrates how quickly information can spread across the Internet (check out the post and survey about it on <a href=\"http:\/\/www.huffingtonpost.com\/2010\/12\/16\/gaps-feed-usa-bags-made-in-china_n_797657.html\">The Huffington Post<\/a>) and how careful companies have to be when it comes to <em>every<\/em> aspect of their marketing campaigns.\u00a0 Well-known brands are held up to high levels of scrutiny, particularly when charities and cause marketing are connected to those brands.<\/p>\n<p>What do you think?\u00a0 Leave a comment and share your thoughts.<\/p>\n<p><em><a href=\"http:\/\/imgur.com\/OilKi\">Image Source<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Retailer Gap offers another example this year that marketers can learn from.\u00a0 Earlier this year, Gap suffered from negative backlash after releasing a lackluster logo and reverting to the old logo a week later.\u00a0 This month, the brand is in the news again related to its holiday social responsibility efforts. In support of the anti-hunger [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36057,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[6752,103,6753,6750,6751],"class_list":{"0":"post-36056","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-charity-support","9":"tag-brand-image","10":"tag-brand-social-responsibility","11":"tag-gap-bags","12":"tag-gap-feed","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gap&#039;s Made in USA Mistake 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