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— AFP picLONDON, June 9 — Her unconventional beauty has made her the new face of Gap and sealed her a place among the top modelling ranks. Half-British, half-Ghanian model and fashion activist Adwoa Aboah is garnering a cult online following. We take a look at her positive vibes that are making ripples in the fashion industry... For Aboah the #Bridging the Gap film, in which she appears sporting bleached brows and hoop earrings by Bonheur jewelry, is all about “making space for the next generation, looking at things without judgment and unifying women.” The former face of H&M stars alongside a diverse cast that includes Indian star Priyanka Chopra, American rapper Wiz Khalifa, American actress Yara Shahidi, and original supermodel Christie Brinkley. Gracious, grateful and inspiring, via Instagram, Aboah openly thanked her biggest supporters — Gap, and Edward Enniful, the man who is poised to become the new Editor of British Vogue, and who directed the ad campaign video for Gap. Adwoa Aboah lends her rare beauty to the #BridgetheGap ad campaign, shot by Edward Enniful. — AFP picMore than just an 'it Brit,' the 25-year-old who features in a recent campaign for Versace's Versus is a true game changer and wears several hats: Millennial fashion's new muse (note the red buzzcut, freckles and perfect pout), Cara Delevingne's bestie, and founder of Gurls Talk, an online platform that she launched last November. Gurls Talk not only carries videos by Aboah, an advice-uploading space and a shop selling T-shirts, it aims to offer millennials — whatever their class, race, sexual preferences or background — a “trusting and loving” chatroom like space in which to speak out in all honesty. Female identity, mental illness, addiction, sexuality and racial diversity are some of the hot topics up for debate on her community-powered domain. Subjects which resonate with Aboah's personal experience and troubled coming of age.
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“We are going to remain a promotional department store, but we want those values to be much clearer to the customer,” the CEO said. As far as pricing goes, Gennette noted that the firm will move toward a more simplified pricing model that would communicate value primarily and include “faster and deeper permanent markdowns.” The department will also seek to reward its most valuable customers in a stronger way with the roll out of a new loyalty program in the fourth quarter. Macy’s is on a mission to grow its digital business. “Mobile transactions, both on the app and through our mobile web, are our fastest growing and most importantly it’s the highest customer satisfaction, so we’ve really worked through that and made a happy customer there,” Gennette said. “We got still things to do. We’re going to still improve the speed all the way through this year, browsing, transaction experience, to make it particularly how you shop in your local Macy’s.” Gennette said the firm is building in “stronger personalization and recommendation functionality within the mobile app,” and it looking to up its efforts around the buy online, pick up in store, or BOPIS, platform. “We like BOPIS because our customer loves it,” he said. “It’s also our most profitable transaction. It let’s her combine the best of both worlds, online and in-store. And when she gets to the store, she’s shopping and she is spending more.” Genette said he is hoping to tap into the popularity of BOPIS among Macy’s customers and use it as a tool to boost in-store traffic as well as incremental sales.
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