Gap is facing the HARSH truth…
Perhaps nothing is worse than finally seeing what was right in front of your eyes, but you couldn’t see… I think that’s what’s happening to Gap now. The New York Times is publishing an article titled “Gap Is in Need of a Niche” (which is long overdue, if you ask me), where they are discussing the extreme conventionality of Gap.
Other stores that started out like Gap have now found their -true calling-. See Abercrombie, for example, what started out as conventional clothing has been transformed into really stylish, preppy style, wearable, trendy clothing. Kind of what Gap wanted to do a couple (too many) summers ago. Gap started with the idea of making trendy what wasn’t. It worked wonders for khakis, but it seems they have just lost the magic touch… or maybe they’re just too lazy and un-innovative they can’t find another piece of boring fabric and turn it into a fad fashion.
Whatever the reason might be, Gap is (or must be) in a hurry to turn their brand around. As the CEO of Saks says in the NYT article: “Consumers want brands,..”. Indeed, that is what consumers want and Gap is no longer offering that extra brand value that many other specialty clothing stores are.
Harsh times may lie ahead if Gap leadership don’t step it up. Will this be their “hitting rock bottom” moment? I guess only time will tell.
Via (Duct Tape Marketing)
