Among teens and college students, Gap is a brand that has been losing steam for the past two years as younger shoppers preferred the styles offered at other specialty clothing retailers like American Eagle and Abercrombie & Fitch. Beginning in July, Gap will hit the television airwaves again promoting its new "Keep It Simple" initiative which emphasizes staples like denim, t-shirts and hooded sweatshirts. The original specialty clothing retailer hopes this new back to basics approach will re-energize its brand and capture a greater share of younger shoppers. In addition to the new television commercials which will feature celebrities like Jeremy Piven who plays Ari Gold on HBO's Entourage, the retailer said it will change store window displays once a month rather than once a season.
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