Sarah Who?
Friday, April 29th, 2005As all SJP lovers and haters already know Gap has dropped her aging ass in favor of a teenage British singer Joss Stone. Needless to say, SJP wearing their rags is about as believable as her using drugstore hair color but it took Gap nine months to figure it out:
Joss Stone and Sarah Jessica Parker
“A month after the Parker advertising campaign was launched, total September sales at Gap dipped 1 percent; same-store sales that month fell 3 percent. Two months later same-store sales slid another 3 percent. In December — the crucial holiday month — sales were down 1 percent. Then in January they tumbled 9 percent. February’s figures were off 3 percent. The problem? While an effective pitchwoman for a few Gap sweaters and scarves, Parker does not resonate strongly enough with the company’s core consumer demographic. “Gap is the McDonald’s of clothing: omnipresent, affordable, reliable, and predictable,” says a retail fund manager. “Sarah Jessica Parker is a challenging sushi roll, not a burger with fries. That association was doomed to fail from day one.” That’s because Parker, it turns out, is not a broad-market celebrity. What plays in Soho — the land of über-hip, martini-swilling fashion goddesses — doesn’t necessarily play in Peoria. On paper Parker looked great. In reality this splashy-cool endorsement deal was a costly failure.”




















