Gap revamping image, closing 200 of 900 stores

The Gap has struggled to stay significant in the retail world as times have changed and fashion trends have evolved. Many women grew up with the Gap, and considered it a great place to land wardrobe staples, but many customers have since turned on the brand, and sales have been on a steady decline since 2003. Finally the Gap is on an upswing (no thanks to their awful temporary logo redesign) and they're trying to win over a new customer by revamping their image.

For starters, the Gap will close 200 of their current 900 retail locations by 2013, and focus on winning over a new, modern customer by showcasing the right trends. Gap's head of global PR, Anita Borzyszkowska, explains their recent success to Women's Wear Daily. "We focused on the denim collection 18 months ago: improving the fabric, fit and details. Gap is most successful when it finds its place within the season's trends. The flare and the wide-leg pants are good examples. They are the sort of pieces that could appeal regardless of how closely you follow trends."

With new merchandise plus a new marketing strategy, the Gap hopes to shed their dated image and gain shoppers in key demographics they are currently lacking. They're seeking more young customers who can grow with the brand, as well as diversifying and appealing to more African-, Asian- and Hispanic-Americans. Gap Inc. CEO Glenn Murphy says, "we didn't put enough money into acquiring new customers." With the overhead they'll save by streamlining their boutiques, they're also looking to focus on growing their online and global presence.

We hope the Gap can accomplish their mission successfully. We appreciate when a brand recognizes their strengths and weaknesses and aims to please their shoppers. With this season's more pulled-together '70s styles coming into focus (like those wideleg pants their publicist mentioned earlier) we think this is the perfect time for the Gap to regroup and get some ultra-wearable, key seasonal pieces onto the sales floor. The price point on their garments isn't bad, and when they get it right, the Gap is an awesome, accessible place to shop. So here's to the Gap 2.0.




Related links:
Gap tells shoppers to put some pants on
Gap's New Scent is Here to Stay
Gap's Patrick Robinson On The Timeless (And Ever-Changing) Style Of The American Woman