Gap Inc. has some entertainment heavyweights backing the rollout of its new, limited (PRODUCT) RED collection of clothing and accessories that will see half of all sales going to The Global Fund to finance programs for women and children in Africa that are affected by the HIV/AIDS epidemic on that continent.
The clothing and accessories line, which will rollout in stores on Oct. 13, comes out of a deal between Gap Inc. and RED, the organization founded by U2 lead singer Bono and Bobby Shriver. The group seeks to generate ongoing funds to support the AIDS fight in Africa through partnerships with business. In addition to Gap, other companies partnering with RED include Converse, Emporio Armani, Motorola and American Express.
"Gap is proud to be a partner of (PRODUCT) RED, and we are truly honored to be a part of something as critical as eradicating AIDS in Africa," said Cynthia Harriss, president of Gap Brand North America, in a press release. "Gap has a long history of not only providing great style but also making a difference. (PRODUCT) RED provides a unique opportunity for our customers to help make a real difference in people's lives."
"I think it's great that Gap is participating in this campaign, leading the way and giving back in a way that is all too necessary and overdue. This is such a great way to merge fashion and activism," said Don Cheadle, actor in films such as Hotel Rwanda and Ocean's Eleven. "Hopefully this campaign will help people educate themselves and get them interested about what's happening in the world beyond our own borders. I hope that other companies can look to this campaign as an example for what they can do."
Gap (PRODUCT) RED items range in price from $1 to $350 and include graphic T-shirts, tote bags, jeans and leather jackets.
A vintage-style T-shirt from the collection is being manufactured in Lesotho, Africa from 100 percent African cotton. The T-shirt is made for both women and men and will be available in red, as well as a range of other classic colors.
Gap stores will also be selling three limited edition Converse (PRODUCT) RED Chuck TaylorAll Star canvas high top shoes, in red, white and black. They will be sold exclusively in select Gap locations nationwide beginning on Friday.
Steven Spielberg, Jennifer Garner, Chris Rock, Penelope Cruz, Christy Turlington, Don Cheadle, Mary J. Blige and Dakota Fanning are among the celebrities who have thrown their support of the Gap (PRODUCT) RED collection.
Gap is launching a print advertising campaign featuring a celebrity wearing their favorite Gap (PRODUCT) RED item. The ad images include a corresponding tagline incorporating the word "(RED)" -- such as ADMI(RED), INSPI(RED), CENTE(RED) and UNCENSO(RED).
Chris Rock's ad will come with the tagline UNCENSO(RED) while Mary J. Blige's will be tagged with EMPOWE(RED).
Discussion Questions: What are your thoughts on the (PRODUCT) RED initiative, which licenses its brand to retailers and manufacturers in return for a percentage of profits from the sale of the products going to the Global Fund? Do associations between groups such a RED with retailers pose potential problems for merchants?