. . . Tuesday March 22, 2005

How SJP Fell into the Gap

It looks like the Gap is dropping Sarah Jessica Parker in favor of English singer Joss Stone.

It’s not Sarah’s fault.

The use of Parker by the Gap was misguided in theory and executed miserably. Parker has become an icon for women who want to wear edgy styles in urban areas. You don’t buy Manolos at the Gap.

But the problems went deeper than that. The latest television ads featuring Parker had her singing a version of the Broadway tune I Enjoy Being a Girl. What?

She was the wrong person for the job and then they gave her a campaign that couldn’t possibly work even with the right person.

But don’t feel bad for SJP: The contract with the Gap paid her a cool $38 million.

Concentration is important!