GAP Announces End of Recession

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over.

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