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Member Exclusive

CMO Mary Alderete on how Gap indirectly grew a TikTok presence

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By Danny Parisi
May 13, 2021
gap

While many brands have flocked to TikTok in the last year, making accounts and posting videos regularly, Gap has stayed off the platform — officially, anyway. But CMO Mary Alderete, formerly of Gap’s sister brand Banana Republic, said she’s been able to get a lot of traction for the brand indirectly.

“Last year, [influencer] Emma Chamberlain started posting herself in one of our Gap hoodies,” Alderete said, speaking at Glossy’s Modern Commerce Summit in March. “Before you know it, it became a big trend. But I resisted the urge to create a TikTok for Gap, and instead, we just started sending hoodies out to people. They started posting their own content and it took off from there.”

She said one user posted a video in a vintage brown hoodie that became so popular, Alderete’s team went back into the archives to bring the style back into production.

Watch the full video of Alderete’s discussion below.

[s3mm type=”video” s3bucket=”glossysite-media-bucket” files=”MARY.mp4″ /]
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