Is Gap Inc. bringing back the micro-influencer?
The apparel retailer on Wednesday launched a creator affiliate and advocacy platform for Old Navy, Gap, Banana Republic and Athleta to burnish their cultural influence.
For now, the program is open to U.S.-based creators 18 years or older, with at least 1,000 followers on a single platform, though there are plans to expand internationally. There is a centralized hub for all Gap Inc. brands, with “early access to new releases, product seeding, and exclusive promos, as well as content collaboration opportunities and the ability for creators and their content to be amplified across paid, social, and brand-owned channels.” Those selected could earn commission or access to product gifting campaigns, per the company’s press release.
Gap Inc. said this is part of what it calls its “Fashiontainment” approach, exemplified by its “Better in Denim” campaign featuring Katseye, which the company said garnered more than 600 million views and 8 billion impressions in one month. The company also said it’s meant to create community. In a statement, Damon Berger, who leads digital engagement at Gap Inc., said the program “emphasizes scaled community advocacy and authentic brand engagement.”
“By balancing creator convenience and empowerment with rich brand storytelling, this new program will position us to build closer relationships with creators, amplify their content across all our channels, and leverage data-driven insights to deliver greater impact at scale,” he said.
In that sense, it’s a return of what used to be called micro-influencers, according to Jessica Ramírez, co-founder and managing director of The Consumer Collective.
“We haven’t heard of something like this in a long time, and it’s not to say it’s a bad idea,” she said by phone. “You have the power machine in these massive campaigns that have gone viral and have been fantastic. This is a reinforcement. When it’s someone who’s appeared to you that is talking about a product, it’s a trust layer they’re adding.”
The program has the potential to appeal to consumers resistant to contrived, AI-created marketing, Ramírez said. Consumers are questioning AI influencer-based campaigns in part because they don’t trust them and because “everything’s starting to sound the same.”
“People are looking for just actual proof that it’s human,” she said. “I think we will see more of that from the consumer. It comes down to that trust. It’s that final stretch in that sale that is helpful. To an extent, this does help combat that issue.”