US-based fashion retailer Gap has received a strong local market response as it gears up to launch its first Australian campaign for the GapKids and babyGap summer 2011 range.
The brand, which will drop its latest summer lines in Australian stores in November, put out a casting call to attract possible candidates for the campaign last week and has since received over 500 entries.
The Australian public has also responded positively to the “Fan Favourite” category, which will see the winner receive a babyGap and GapKids wardrobe worth $1000, with the top runner attracting 2,000 votes so far.
The nationwide search for an Aussie baby girl, baby boy, boy and girl to be the faces of the Australian GapKids and babyGap summer 2011 campaign coincides with the one year Gap Australia anniversary, with the competition is open to Australian kids aged six to 10 and babies aged zero to five.
Entries are open until September 4, and parents/guardians can submit a recent photo of their child wearing an item of Gap clothing or shown with a copy of SHOP4kids magazine to the Gap casting call website, (www.gapcastingcall.com.au). Eight finalists will then be selected by Gap Australia representatives and editors from SHOP4kids and flown to Sydney for a photo shoot styled by the magazine.
Gap will also stage photo stations in Westfield Sydney and Chadstone Shopping Centre on Saturday August 20 and 27 to assist entrants in capturing the best image.
Four ultimate winners will then be selected to feature in all Australian Gap stores in November and well as a fashion spread in the summer issue of SHOP4kids. Winners will also receive a babyGap and GapKids wardrobe worth $1000, 12-month representation by Bambini Talent Group and the opportunity to be featured on the cover of the SHOP4kids summer issue. The public will also get their chance to vote for a fan favourite to win a babyGap and GapKids wardrobe worth $1000.
Simon Nankervis, managing director at Busby Holdings, parent company of Gap in Australia, said the decision to invest in an Australian campaign would strengthen the brand's presence ahead of more store openings in future.
“We want our customers to be able to engage, interact and be part of the brand and the Gap Australia Casting Call was a great way to enable that,” he said.
“It also allows us to localise and tailor our campaigns for our market which is always important with an international brand, and there are plans to open more stores, however, no locations have been confirmed yet.”
Gap Inc. is a global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. In Australia, Gap is represented by Brand Republic Pty Ltd, which is part of Busby Holdings Australia Pty Ltd.
For more information go to: www.gapcastingcall.com.au