RepIndia bags Gap’s digital marketing

Creative and digital agency, RepIndia has bagged the digital marketing account of American clothing retailer Gap, which recently opened its first store in New Delhi. The Arvind Lifestyle Brand, India partner for the brand, has a digital marketing team for Gap led by business head of the division Oliver Kaye and senior manager marketing and PR Melanie Fernandes.

The mandate includes launching various Gap stores online and managing and amplifying the channel's presence across social media platforms. The agency will work towards curating, creating and executing content revolving around the central belief of the retail brand - to create emotional connections with customers through inspiring product design and unique store experiences.

Arvind aims to invest Rs 400 crores to spread Gap’s presence with almost 40 stores over the next five years. To begin with, the company would launch stores in the top three Indian cities of Delhi, Mumbai and Bengaluru, with about 10 store opening planned by mid-next year, with an investment of around Rs 8-10 crore for each. The company has decided to keep the prices of women's denims from Rs 2,000 onward and tops will begin from Rs 799. This pricing range suggests that the company has kept the price sensitive Indian consumers in mind.

Bullish on India, the company having a presence in 45 markets, finds enormous opportunity to achieve Rs 1,000 crores, by establishing Gap brand in India.