The document summarizes audience research from potential customers of Gap about an advertising campaign with the slogan "Dress Normal". It provides profiles of 7 individuals who were asked about their initial thoughts on the advert, relationship with the Gap brand, and likelihood of purchasing from Gap based on the advert. Overall, most participants felt the clothing was not stylish, colorful or unique enough for their tastes, and did not find the advert changed their negative perception of Gap's product offerings.

1. Participant Profile: Gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert
What is the
participants
understand and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
Tom Adams, 18 years
old. Part time crew
member at McDonalds.
Full time education at
Long Road Sixth Form.
Spends a lot of time
commuting backwards
and forwards to work
and college.
‘I find it weird how they
think that people should
dress ‘normal’, but its
their concept of normal -
which is different to
others. Personally, this
isn’t what dressing
‘normally’ is, the looks
that are used in the
adverts are more unique
rather than everyday
clothing that is worn by
the majority of Gaps
customers.’
‘I have heard of Gap and
I own one piece of their
clothing which is a t-shirt.
In my opinion, Gap is
more of an out of date
store that doesn’t tend to
be used by myself or
others around my age
range.’
‘After looking at the
adverts that have been
shown for this campaign,
I am less likely to shop at
Gap as I believe that the
clothes that they are
selling and putting
across to the buyers are
not my style as the
colours are very vibrant.’
Audience Research:

2. Participant Profile: Gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert
What is the
participants
understand and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
Annushka Sims, 17
years old. Part time punt
chauffeur in Cambridge.
Full time education at
Long Road Sixth Form.
Spends a lot of her free
time painting and
singing.
‘I think that the adverts
need to be more clear on
what they think that
‘normal’ is. Normal is
understated as it needs
to show and explain
what the campaign
means by the word
‘normal’ because in my
opinion they are asking
people to wear clothing
that they believe is
normal which to other
people isn’t - people
should be allowed to
wear whatever they
want.’
‘I have never bought
anything from Gap and I
never will. The brand in
there is very plain and
boring.’
‘The advert doesn’t really
change my mind about
the clothing as thats
something that will never
change. It’s not really
something that I would
wear.’
Audience Research:

3. Participant Profile: Gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert
What is the
participants
understand and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
N/A
Debbie Brown, 46 years
old. Full time council
worker in Kensington,
London. Spends a lot of
her free time looking
after her children.
‘I really like this advert. I
love the colours that are
used in the ‘for friends
that you haven’t seen in
a year.’ I think that they
look very good and it
really draws you into the
image. I am not sure on
the name for the
campaign of ‘Dress
Normal’ because to me,
normal is jeans and a t-
shirt whereas in these
images the clothing isn’t
normal. This whole
advertising campaign
seems to focus on just
one persons opinion.’
‘I don’t tend to shop in
Gap because I think that
the clothing isn’t really
the style that I would see
myself in. The clothing is
very colorful and I like to
stick to plain clothing
such as t-shirts and
jeans or knitted jumpers.
‘I really like the scarf that
ones of the girls is
wearing in the first advert
that I saw but I don’t
think I would wear it
myself because its very
colorful and would clash
with a lot of clothing.’
Audience Research:

4. Participant Profile: Gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert
What is the
participants
understand and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
Zakhary Fife, 19 years
old. Full time lab
assistant. Spends a lot of
his time working or at the
gym.
‘I think that this
advertising campaign
has come up with a very
good idea and a catchy
slogan which people will
remember. But at the
same time all of the
people that are modeling
the clothes seem to be
celebrities. Then these
celebrities are telling
people to dress normal
which doesn't work. You
can’t use a celebrity to
tell people to dress
normal as they are
contradicting
themselves.’
‘I don’t shop in Gap. I
think that the mens
clothing range is very
boring. For example,
they have about 4
different polo tops that
they sell - the only
difference between the 4
are the colours, there are
no patterns or anything.’
‘I still probably wouldn’t
shop here even after
seeing their advertising
campaign.’
Chris Brown, 32 years
old. Full time warehouse
worker. Spends a lot of
his free time at the gym.
‘Advert looks good, nice
colours used. Draws
attention to the eyes.
Relatable text in the
middle of the image.’
‘I have heard of Gap but
I don’t own any of their
products. I find that the
clothing is very boring
and in my opinion, aimed
more at females than
males.’
The advert is good and
works well but that
doesn’t change the fact
that their clothing isn’t
the best.’
Audience Research:

5. Participant Profile: Gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert
What is the
participants
understand and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
Evie Heffer, 17 years old.
Part time waitress at an
Indian Restaurant.
Hobbies include
photography & media.
‘I like the colours that are
used in the advert it
really draws your
attention in. I think that it
looks really good but i’m
not really sure on the
‘Dress Normal’ message
that they are trying to put
across.’
‘I don’t think that the
clothing in Gap is very
fashionable which is why
I don’t really shop in
there.’
‘Although the print advert
looks good and has good
colours used in it, it still
wouldn’t really
encourage me to shop
there because I don’t
really like the clothes
that they sell.’
Charlie Hall, 18 years
old. Part Time Job at
local dairy. Hobbies
include photography.
‘The advert is colourful
and has some good
elements to it and good
lettering. Good use of
typography.’
‘I don’t tend to shop in
Gap because I think that
the clothing isn’t really
the style that I would see
myself in.’
‘I wouldn’t personally buy
the products based on
the advert alone. I might
tell people that I've seen
the new ad and new
products and inform
them.’
Audience Research: