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Marketing in Brief: Gap

This article was originally published in The Rose Sheet

Executive Summary

Gap: Dream joins the GapScents collection as the clothing retailer's fifth scent. The 11-SKU scent will be available in 457 Gap doors on Sept. 20. Dream will be merchandised beside the existing scents, which include Grass, Day, Earth and Heaven, on each store's fragrance display unit, according to the company. Dream will also be displayed in windows and at the cashout counter. Positioned as a "feminine scent," Dream is available in a 4 oz. edt, priced at $19.50, and a .5 oz. edt, for $3.50. Other products in the line include glycerin soap, lotion, shampoo, conditioner, bath salts, bath and shower gel, shave gel and an aromatic candle. A travel set featuring Dream products is also available, with 2 oz. bottles of shampoo, lotion and bath and shower gel, for $8.50. Dream will be housed in recyclable aluminum cans with the logo of a cloud on the label, according to Gap...
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