Apparently, People Don’t Want to ‘Dress Normal’

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Photo: Courtesy of Gap

Dress like no one's watching? More like, sell like no one's shopping. According to BuzzFeed, Gap's intriguing Dress Normal fall campaign — the one released back in August that starred Anjelica Huston, Zosia Mamet, and Elisabeth Moss, among others — has not translated into a sold-out collection for the retailer. While Gap is known for its sales, it seems to have gone overboard in recent weeks, following a 75 percent off sale with a "sale-on-sale" a day later. Plus, per the brand's own reports, its same-store sales were down 6 percent in August and 3 percent in September. Some Wall Street analysts are attributing the slowdown to the focus on "normal." Said Ike Boruchow of the firm Sterne Agee, “It’s no secret that Gap’s bread and butter is basics, but we believe designer Rebekka Bay’s team has so far been unable to inject the assortment with the type of excitement that incites customers to buy. Most items convey the sense that one might already own them: plaid, florals, and denim washes that indeed seem too normal.” Alternate theory: Maybe people are just huge sticklers for grammar.