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The San Francisco-based Gap participates in electoral politics, deleting the tweet immediately



Dan Gentile's photo

A window displays at the Gap Kids clothing store on August 23, 2018, in Winter Park, Fla.  Gap tweeted, then deleted, a clear response to Wednesday's November 3, 2020 election.

A window displays at Gap Kids clothing store on August 23, 2018, in Winter Park, Fla. Gap tweeted, then deleted, a clear response to Wednesday’s November 3, 2020 election.

John Raoux / Associated Press

There is always a risk when a brand tries to get into political waters, especially when considering today’s partisan landscape. Making a statement too strong on either political party risks alienating customers, but San Francisco-based clothing retailer Gap found that trying to dominate not being part of any party is prone to backfire.

In a deleted morning tweet, Gap posted an image of a half red half blue half red hoodie, with the caption: “One thing we know, it’s together, we have can move forward. “

Twitter wasn’t interested, even Chrissy Teigen was involved.

New York Times sales reporter Sapna Maheshwari received comment from a Gap spokesperson that this is not an actual item to be purchased, but an attempt to increase brand relevance. for a digital audience.

This is the latest mistake in a tough year for the clothing company, which stopped paying rent at 2,785 retail stores in North America in April, at a total cost of $ 155 million. And in August, they announced they would close their flagship store on Market Street, leaving only one remaining store in the city on Chestnut Street in the Marina. The AP also reported in October that Gap would permanently close one-third of its stores, mostly located in malls.


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