Retail Therapy: Gap misses the mark in post-Election Day tweet

Retail Therapy: Gap misses the mark in post-Election Day tweet The now-deleted post depicted a half-red, half-blue hoodie getting zipped up with the message, "The one thing we know, is that together, we can move forward."


Daphne Howland/Retail Dive

AUTHOR Caroline Jansen@jansen_caroline Nov. 6, 2020 retail dive



It's been another weird week in retail. Gap tried to magically unite the country through a sweatshirt, Stouffer's announced it would release lasagna-inspired merchandise and DW Home created a candle that will fill your homes with the comforting scents of Thanksgiving. This, and more, in this week's retail therapy.

Gap dragged over now-deleted tweet Gap interjected itself into the fraught political climate around the presidential election (still undecided as of press time). In a Wednesday tweet that has since been deleted, the apparel brand showed a half-red, half-blue sweatshirt getting zipped up to symbolize togetherness. The video carried the message, "The one thing we know, is that together, we can move forward." Gap via Twitter It didn't take long for others to respond. Gap removed the tweet the same day and a company spokesperson told The New York Times, "[we] remain optimistic that our country will come together to drive positive change for all," and noted that the hoodie was not actually for sale. The stunt follows other calls of unity from brands during this election season. Last week, Oreo debuted a video featuring an elephant stuffed animal and donkey stuffed animal, depicting the Republican and Democratic parties, coming together to enjoy milk and cookies. While consumers have called on brands and retailers to be more vocal about issues they care about, it highlights the fine line they must walk when doing so. In 2017, Pepsi debuted its "Jump In" ad starring Kendall Jenner. In the spot, Jenner was depicted as easing tensions between protesters and police by handing over a can of Pepsi. The ad was taken down after one day following a wave of backlash

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