Gap Changes—But Not Its Advertising

Gap has been having a lousy millennium. Same-store sales are down again this year—6 percent through the end of July.

The fashion retailer hopes to pull out of its nosedive when it introduces its first full collection by new head designer Patrick Robinson this fall.

Gap’s new B&W ads for the line are gorgeous. But they look like dozens of previous Gap campaigns—just with a troupe of less famous celebs.

If Gap wants to promote that it is changing, shouldn’t the company change its advertising, too?