STYLETHREAD -- LET'S TALK SHOP!

shopgirl82 · Chanel

Joss Stone Replaces SJP in GAP ads

bumblebee · Dooney & Bourke

interesting choice. i do think she's very pretty and talented. maybe it will work better because she is not as much of a household name as SJP--won't get overexposed. hmm.

shopgirl82 · Chanel

i really like joss stone. her voice is insane!!! i'm just wondering if she is going to wear shoes in the ads?!

bex · Chanel

i read an article earlier today that SJP was peeved at the replacement... but i couldn't think why? it looks like to me (with my marketers eye) that they are going after a different market with this choice...

RyanJ · Coach

I would be okay that SJP was replaced, but for some reason I can't stand Joss Stone. I think because she did the remake of the White Stripes song and I thought it was really bad. I have just held it against her.

Lilykind · Hermes

It makes sense. I like Joss and she does embody the boho hippie child look that's huge this year and I'm sure the Gap is going to capitalize on that.

I think SJP is cute and all, but I think she's done plenty of time there and she can move on.

shopgirl · Kenneth Cole

i thought it was strange that gap signed sarah jessica parker, who justg looked way too old for the demographic. plus, si see her more as a manolo girl, not gap khaki. i'm not sure if a 17-year-old is any better, but i think it's a step in the right direction.

deborah

p.s. i hope sjp gets paid for the remainder of their contract.

rocky · Coach

I will always love SJP, but Gap does like to change their image. I don't like Joss Stone though, she seems like a manufactured hippie. The only song I have heard from her...can't think of the name but it was the really popular one on TRL a while back....all she did was sing one verse over and over and moan.

bumblebee · Dooney & Bourke

i think she has been paid out. they didn't shorten her contract, right? it has been fulfilled--it just wasn't renewed. i thought it was for three seasons and that's what she did. i don't think that's particularly unusual for gap either--they seem to change up their marketing plan pretty often, and it doesn't seem like they renew contracts with their pitchmen/women very regularly (like, say an elizabeth arden, which keeps CZJ around season after season for example).

honey · Gucci

iirc i think they renewed sjp's contract at least once. originally she was only supposed to do fall stuff but the ads were so popular that they extended it. and the article i read on msn said her contract was up. also as bumblebee pointed out, the gap rotates their spokespeople frequently.

blink · Coach

not that local news is worth anything, but their report was that Gap "canned" Sarah Jessica Parker and hired Joss Stone because her age is much closer to the stores target market. I was a little annoyed at the report because it seemed to hint that SJP was really old. I have seen a lot of older women shopping in Gap lately for casual clothes, so I think the campaign with SJP was doing really well for them, I guess maybe Gap thought SJP would lose them their younger customers?

Drew · Gucci

quote:
Originally posted by: shopgirl
"i thought it was strange that gap signed sarah jessica parker, who justg looked way too old for the demographic. plus, si see her more as a manolo girl, not gap khaki. i'm not sure if a 17-year-old is any better, but i think it's a step in the right direction."

I ditto this.

blubirde · Chanel

quote:
Originally posted by: rocky
"I will always love SJP, but Gap does like to change their image. I don't like Joss Stone though, she seems like a manufactured hippie. The only song I have heard from her...can't think of the name but it was the really popular one on TRL a while back....all she did was sing one verse over and over and moan. "

Ah!!! Don't say such things! Joss Stone is awesome. Check out her cd before you lay into her for TRL's two-second snippet of one song. NEVER judge someone by TRL - it's just not fair.

However, I never bought SJP in Gap khakis. Anyone else think it was a completely ridiculous fit? The ads with Lenny Kravitz were much more believable.

Amelie · Kenneth Cole

I agree with RyanJ-- I really don't care for Joss Stone. She should have never covered The White Stripes, it's just stupid, in my opinion.

dc · Dooney & Bourke

Speaking as someone closer to SJP's age, her presence in the ads DID get me into the Gap. And frankly, it wasn't because of her age, but because of her fashion reputation and the "make it yours" ad campaign. I'd always considered gap very blah/generic/average american, and was inspired by the ads. So yes, she might be more "manolo," and the thing is - so am I. So that's why it appealed to me. Somehow she lent the Gap some fashion street cred, and inspired me to try for some high-low looks combining ggap stuff with higher end pieces in my wardrobe. Even if you don't beleive she'd ever wear the crap herself, she showed how those low-cost clothes can look fashionable. Personally, I had written the Gap off before her ads.

Plus, why court the teenyboppers? We're the ones with the dough!

I just spent like $500 at the gap... $500 the Gap would not have of mine if they hadn't appealed to my "older" demographic with the SJP ads.

That said, a year is about right for any spokesperson. She couldn't shill for the gap forever. But the implication IS there that it has to do with age, and that's just bullshit, IMO.

blink · Coach

quote:
Originally posted by: dc
"Speaking as someone closer to SJP's age, her presence in the ads DID get me into the Gap. And frankly, it wasn't because of her age, but because of her fashion reputation and the "make it yours" ad campaign. I'd always considered gap very blah/generic/average american, and was inspired by the ads. So yes, she might be more "manolo," and the thing is - so am I. So that's why it appealed to me. Somehow she lent the Gap some fashion street cred, and inspired me to try for some high-low looks combining ggap stuff with higher end pieces in my wardrobe. Even if you don't beleive she'd ever wear the crap herself, she showed how those low-cost clothes can look fashionable. Personally, I had written the Gap off before her ads. Plus, why court the teenyboppers? We're the ones with the dough! I just spent like $500 at the gap... $500 the Gap would not have of mine if they hadn't appealed to my "older" demographic with the SJP ads. That said, a year is about right for any spokesperson. She couldn't shill for the gap forever. But the implication IS there that it has to do with age, and that's just bullshit, IMO. "

Well said!

JackieO527 · Dooney & Bourke

I all I have to say is thank you, finally. I am soooooooooooooooooo sick of SJP

lugojean · Nine West

I am just shocked that Joss Stone is so young. I seriously thought she was in her mid to late 20s.

I liked SJP in the gap ads, at first I thought it was strange she agreed to do them but they really made the ads work. They were fun and they featured a current fashion "icon" (for lack of a better word).