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gap
Member Exclusive

CMO Mary Alderete on how Gap indirectly grew a TikTok presence

By Danny Parisi
May 13, 2021

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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