Product RED

Do you think a partnership with Product (RED) can improve Gap’s image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as usual?

The Product RED launch is a great idea for a company to invest in to improve its reputation, however I believe that Gap is too far in the hole already. Because of all of the reported labor laws that the Gap factories violate, this is going to reflect on them for quite some time especially since the company has failed inspections as recent as 2005. Although the image may not be completely clean, the revenue this product has created for the Gap is unmatched, with the Product RED t-shirt being the best selling item in the company's thirty-five year history. From the company's point of view I believe the decision to join a partnership with Product RED was for a dual purpose; to spit-shine the company's image, and also improve the company's revenues and profits.

What else could Gap do to help improve their image?

Response To Rolands post

How do emotions factor in your buying decision?

 

I believe emotions play a huge factor into most buying decisions, especially when what you are considering is a personal product. Most people are annoyed by commericals or dont even bother to pay attention to them but they are meant to cause a reaction in an individual whether it be positive or negative. When a person has a particular interest in an item or product there is a general sense of excitement about the product. The example that first comes to mind when I think about this question is when you go shopping and are having an inner-debate with yourself about whether or not to purchase the item. If you do not purchase the item you second guess your decision once you leave, thinking to yourself "I should have gotten that", or on the other hand you purchase the item and have a sense of happiness that arises from the purchase. In our era of technology I believe our emotions have a lot to do with anything we purchase because there are always "newer" and "better" items that arise causing an emotional reaction.

 

Whats more important in a buying decision, emotional value or price?