As marketers, we love when a brand seizes the opportunity to outshine a competitor’s misstep. Recently, Gap did exactly that—and in doing so, delivered a masterclass in the power of diversity and understanding what your customer values.

American Eagle leaned heavily into a very white American aesthetic, without considering how that might come across to a diverse group of women. By prioritizing a narrow version of beauty and style, they missed the mark with customers who expect to see themselves reflected in the brand.

Gap, on the other hand, leaned into what works—familiarity and inclusivity. Their campaign was clearly about celebrating women from different racial backgrounds, paired with nostalgic music like Kelis’ Milkshake—a choice that made the ad fun and relevant for a younger audience while also sparking connection for an older generation. The result was more than just an ad for jeans; it was an ad for belonging.

And that’s the difference. Gap didn’t just market denim, they marketed values—diversity, confidence, and connection.

Takeaway for You

Customers don’t just buy products; they buy what your brand represents. When you align your message with diversity and the values your audience truly cares about, you don’t just reach them—you resonate with them.