What to Wear? The Gap and the Median of Modesty.
posted by Ryan McManus
on July 17, 2008 at 12:58 PM
filed under: Consumer Packaged Goods
Ryan McManus
Art Director : New York
topics: Internet Culture, Animation and 3D, Boston, Social Networking and Community, and Photography
filed under: Consumer Packaged Goods
Noah
and I were just discussing Starbucks and books over lunch, and how buyers like Starbucks and Costco have this massive cultural impact on what books become “popular” and therefore what is considered the mean of popular culture. Think about it as maybe the WalMart-ing of pop culture, where corporate decisions have a major impact on our culture.
Noah Brier
Head of Strategic Planning : New York
topics: Social Networking and Community, Internet Culture, The Networks and the Internet, Strategy, and User Experience
This led me to think about this idea I had way back in college about The Gap and its Old Navy offspring. These companies, whether they are aware of it or not, inadvertently set the median of modesty in our collective American fashion. They sell such massive quantities of clothing and are so utterly entrenched in every corner of America that teens and moms alike buy the same exact outfits across the country, setting up a standard for how “Americans” dress.
This is amazing, and I’m fascinated to know if The Gap is even aware of this consequential responsibility (some would say burden) to design and sell clothing that is setting up what the majority of the country sees as “modest”. Like, if they started selling fishnets and vinyl shorts, would there be an uproar? Are they pressured by some odd fringe lobbyist groups that try to maintain dignity in clothing? Do they get hate mail if their miniskirts are an inch too short?
Noah brought up a great point when I tried to make a parallel to McDonalds: McDonalds has the ability to alter their food in a way that would benefit the culture, but they have no economic incentive to do so. Sure, some pressure has led to things like the Yogurt Parfait and Salad Shakers, but by and large they have no reason to make massive infrastructure and supply changes for the (comparably) small PR benefit, even though it would be in the public’s best interest.
But The Gap, to Noah’s point, isn’t under those kind of considerations. Sure, if they started selling tarted up outfits they’d probably take a hit in sales, and see some outrage from fringe groups (Abercrombie and Fitch, anyone?). But The Gap can really set their own standards for what’s appropriate and what’s not, and what will sell and what won’t. I’m sure a lot of that is based on some idea of the average American’s sensibilities, but maybe it’s up to the designers.
Anyway, just a thought. I’d really love to know. Remember, The Gap, with great power comes great responsibility.
