A window display at a Gap Kids clothing store Aug. 23, 2018, in Winter Park, Fla. Gap tweeted, then deleted, an apparent response to the Nov. 3, 2020, election on Wednesday.
John Raoux/Associated PressIt's always risky when a brand tries to step into political waters, especially when considering today's partisan landscape. Making too strong of a statement for either political party risks alienating customers, but San Francisco-based clothing retailer Gap found out that attempting to take the nonpartisan high ground is just as prone to backfire.
In a morning tweet that has since been deleted, Gap posted an image of a zip-up hoodie that was half red and half blue, with the following caption: "The one thing we know, is that together, we can move forward."
Twitter was not amused, with even Chrissy Teigen weighing in.
New York Times business reporter Sapna Maheshwari received comment from a Gap spokesperson that this was not a real item available for purchase, but rather an attempt to increase the relevance of its brand for a digital audience.
It is the latest misstep in a rough year for the clothing company, which stopped paying rent at 2,785 North American retail stores back in April, an expense totaling $155 million. And in August, it announced it'd be closing their flagship store on Market Street, leaving just one remaining store in the city located on Chestnut Street in the Marina. The AP also reported in October that Gap would be permanently closing a third of its stores, most of which are located in malls.
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San Francisco-based Gap wades into election politics, deletes tweet immediately - SF Gate
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