Gap, Inc. has opted not to renew its multi-season contract with actress Sarah Jessica Parker to promote its line of products.
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| The Gap drops actress Sarah Jessica Parker from its ad campaign |
Instead, the clothier will use models to market its white denim line, which it debuts this summer, said Gap spokesperson Erica Archambault, in a statement.
In a new short-term deal, Grammy nominee Joss Stone will appear in TV commercials for the brand, along with her music, Archambault said.
“We’re very excited to be partnering with such a dynamic, up-and-coming talent,” Archambault said. “While Gap will always seek partnerships with celebrities, musicians and rising stars, we don’t have any future plans to sign a single person to a multi-season deal like the unique and special relationship we enjoyed with Sarah Jessica.”
The announcement came Monday in the same week Gap launched its spring ad campaign featuring Parker. The 30-second spot opens with Parker primping herself for a day out on the town. As Parker prepares, she tries on a number of different khaki outfits before finding the perfect ensemble. Parker sings and dances to the classic Enjoy Being a Girl while wearing Gap outfits.
“From Fall 2004 to Spring 2005, she has connected with women of all ages to help them understand the versatility of our products and our spirit of individual style,” Archambault said of Parker.
Parker was the first celebrity the company signed a three-season contract with to promote its products. The former star of HBO’s Sex and the City first appeared in Gap commercials last August. Gap, Inc. recently signed on Parker for her third season (PROMO Xtra, Jan. 25).
Since the end of the popular HBO series, Parker has reportedly earned $38 million from advertising campaigns, according to news reports.
This month, Gap, Inc. reported flat sales of $924 million for the four-week period ending Feb. 26, 2005, compared to net sales of $925 million for the same period that ended on Feb. 28, 2004. The company’s comparable store sales for February 2005 decreased 3% compared with a 12% increase in February 2004, according to a company press release.
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