The Gap's changing faces

By SAMANTHA ETTUS
Scripps Howard News Service
19-MAY-05

When The Gap signed Sarah Jessica Parker to a multi-season deal in May 2004, it appeared to be a no-brainer.

People feel comfortable buying products endorsed by a trusted face, and fresh off her star turn as Carrie Bradshaw in "Sex and the City, " Parker, the then-38-year-old mother, actress and wife of Matthew Broderick, was a major star.

But less than one year into the contract, the ubiquitous retailer replaced Parker with a new face _ British pop star Joss Stone, 17.

This week we take a peek at The Gap's selection of Stone and Parker and compare the relative value of their personal brands.

At the time, the signing of Parker was perceived as a big coup, as the chain had captured an "it" celebrity to headline a fresh new campaign. But halfway through Parker's contract, it's a good bet that The Gap was already regretting its investment.

"Sex and the City" has since been replaced by "Desperate Housewives" as the show of the moment, and Carrie Bradshaw has quickly faded as a cultural icon. As a result, The Gap's investment in Parker as the new face of its brand proved to be a stale decision and the multi-season nature of the deal an overeager one.

Word is that The Gap shelled out $38 million on Parker, and it is hard to imagine it sold enough khakis to warrant the investment. The Gap's pursuit of Parker was a bit curious in the first place.

As Carrie Bradshaw, Parker was always dressed to the nines, notorious for taking out the garbage while wearing Manolo Blahniks. So it was a stretch for consumers to believe that this trendsetting, brand-name-wearing single city girl was suddenly trading in her designer duds for Gap khakis.

Though Parker's replacement is less than half her age and commands less than half the brand recognition, The Gap's latest move is a recognition of the need to stay ahead of the curve.

Stone is seen with her trademark bare feet, a far cry from the designer-shoe-wearing Parker and a more fitting representative of The Gap ethos.

Though 17, Stone looks 24, so she relates to teens and 20somethings alike.

Most important, she exudes a mature yet wholesome charisma. And with no piercings or tattoos _ no visible ones, at least _ she is the kind of girl many mothers hope their child emulates.

Stone was nominated for three Grammys this year and was highlighted alongside Patti LaBelle, Jessica Simpson and Debbie Harry as part of the VH1 "Divas" concert, but her short track record makes her a relative risk.

In this case, it's a smart gamble. Stone's albums have already sold 2 million copies and she is bound to experience an enormous surge in fame and fortune.

The Gap learned an expensive lesson with Parker; in the capricious world of celebrity, those who have already risen to the top can only fall down. It pays to take a chance on someone whose star has yet to fully shine.

Remember: the most dependable road to the top is to treat your personal brand as your greatest asset.

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How to Do" (Random House). Contact her at Samantha(at)celebrityassets.com.)