Can Kanye West Save Gap? What Maps & Location Data Reveals

The partnership between Kanye West and Gap has been a successful one, with online pre-orders for their "Perfect Hoodie" selling out in hours and generating the most sales in a single day in gap.com history. However, to determine if this collaboration will be enough to reinvigorate Gap's brick-and-mortar growth and activate a new customer base, an analysis of location data and social media following was conducted using CARTO's Data Observatory and Spatial's PersonaLive Social Segmentation System. The results show that the top 5 segments that follow Kanye West on social media are approximately 57% more likely to follow Gap on social media than the average person, suggesting that this partnership is having a positive effect on consumers. By deploying personalized ads to these segments near existing stores and analyzing eCommerce sales to inform an omnichannel strategy, Gap can potentially resonate with a new customer base and drive sales.

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