(CBS/AP) NEW YORK - Gap is looking at online ads, video shorts about denim fashion, and big-city taco trucks to help it regain its market share.
The nation's largest clothing chain rolled out a marketing campaign on Monday that features a series of 30-to-90-second online documentary-style videos centered around the goings on at its denim design studio in Los Angeles called the Pico Creative Loft.
The campaign features 30 videos that show shots of the airy, loft-like denim design studio with its hardwood floors and exposed brick walls. In the videos, Gap workers talk about the process of making certain jean styles and washes and why they love their jobs.
The videos will air on a dedicated Facebook page, YouTube, on sites like Hulu, and embedded in banner ads elsewhere.
The campaign also includes print ads and "Pico de Gap" taco trucks with celebrity chefs that will hit New York, Los Angeles, Chicago and San Francisco beginning Monday and broadcast their location via Twitter. The tacos will be $1.69 but free if you show Gap clothing.
Gap would not disclose how much it is spending on the campaign, but said it was similar to what it spent last year, except with a much heavier focus on social media and the Web.
Executives say the online push is a way to reach a slightly younger demographic.
The campaign is the first major marketing push by Gap Inc. since a management shake-up in February ended with a new brand president, chief marketing offer and ad agency.
Gap, which used to be a retail darling, is struggling to regain its cache after merchandising misfires, slumping sales and shrinking profits that began well before the current recession.
The company's Gap division hasn't posted a sales gain on an annual basis since 2005.