GAP goes LoFi for content

Gap announced at SXSW that it was moving away from creating propriety content to more of a crowd sourced/UGC model of content creation. Which is also helping them revisit their heritage when the brand was more of a lifestyle/culture brand.

Gap has also upped its cool factor by embracing indie musicians, fashion bloggers, and creating ‘lo-fi’ content on hot new apps, like Vine (not to mention Instagram, Tumblr and Pintrest)

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