The Growth Gap 

3 seams, 3 sizes, 1 set of clothes

Student Project

Problem: Less people are having kids and those that do are having fewer, so there are less hand-me-downs to go around. New parents now face high environmental and economic costs to dress their kids. 

Insight: From ages 3-6, children grow about 2.5 inches per year, which also happens to be the amount of fabric found in the seam allowance of many clothes.

Solution: To help parents reduce the costs of clothing their kids, Gap will create a line of expandable clothing.

A 3 year campaign following 1 family's experience with The Growth Gap.

Year one is about awareness for the product and how it lets families spend more time together and less on shopping. To start the buzz Gap will host a fashion show featuring a holographic performace of a child circling the runway as both them and their clothes grow.

Year 2

In year two we establish a new tradition of celebrating the first seam being undone, leaning into social media for organic engagement and UGC. We also reinforce the emotional relationship between the viewer and the family with a year-end holiday series.

Year 3

Our three year campaign concludes by celebrating the memorable moments, experiences, and childhood firsts from the past three years as the next chapter for the family unfolds; 1st grade.