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Gap, a globally recognized brand with a strong reputation overseas, recently made headlines by stating, “If you don’t come, you must be wrong.†This bold message reflects the company’s determination to re-enter and strengthen its presence in the Chinese market. In line with this effort, Zhou Xun, known for his laid-back and environmentally conscious image, has been appointed as the spokesperson for GAP China. His selection aligns well with the brand’s image and resonates with the lifestyle of the Chinese public.
While global competitors like ZARA and H&M have already captured a significant share of the Chinese fashion market, Gap entered the scene later. However, the brand is now making a strong push to reconnect with consumers. Alongside this marketing strategy, Gap has also unveiled a new logo after 20 years of using the original design. The updated version retains the iconic navy blue squares but introduces a lighter gradient tone. The word "Gap" is now presented in Helvetica font, standing alone outside the box, shifting from white to black.
The brand shared the new logo on its Facebook page and invited customers to provide feedback. The post read, “We like this version, but we also want to hear other ideas. We’ll be listening carefully in the coming days to learn more.†This interactive approach shows Gap’s willingness to engage with its audience and adapt based on their preferences.
As one of the leading brands under the Gap Group, the company operates over 3,100 stores worldwide. Its portfolio includes well-known brands such as Banana Republic, Old Navy, Piperlime, and Ashtela. In 2009, the group generated $14.2 billion in revenue, highlighting its global influence. With this fresh look and renewed focus on customer engagement, Gap is clearly aiming to not only compete but also to stand out in the ever-evolving fashion industry.
August 30, 2025