Gap unveils first-ever China campaign

Y&R and Medicom is reported to have won the Gap business in China during April. Four Gap stores is already close to opening in Shanghai and Beijing. The website Gap.cn will soon launch with an e-shopping feature.

The print campaign, launched this week, is leading with award winning Chinese actress Zhou Xun and enviornmental activist Philippe Cousteau Jr. Fashion blogger and model Julia Frakes along with Chinese blogger Momo is photographed in another execution. Momo is the designer behind hit icon Tuzki in China. Famous American photographer Annie Leibovitz is behind the photo shoots.

Sources said Gap will mainly focus on print executions in China. More print work is due to come out of Gap's headquarters in New York. 

Toby Lenk, head of Gap’s direct sales, was quoted in the FT.com as saying that opening an online shopping function at the same time as the Gap stores is feasible. According to Beijing based-iResearch, online retail sales in China increased by 117 per cent last year, totaling US$39 billion.