Gap- The Iconic American fashion retailer has gone down in sales. This is major because the Gap is perhaps the most important fashion retailer in the country. With the switch from the classic look of the 90’s to the ultra trendy look of the new millennium the gap has not been as relevant as it was once was. From 1989 to 2001, the Gap triumphed over the competition largely due to their broad appeal to all Americans and their affordable prices. They also have great sales. However with stores such as H&M, Forever21, Urban Outfitters, and Wet Seal, their appeal was much more fashion forward than the Gaps. Consequently these stores garnered many of the Gap’s loyal consumers and the Gap brand suffered.
To augment what should be the best American Fashion can offer, the gap has enlisted Patrick Robinson as the new head of Design. Robinson has been employed by many fashion houses in New York, Milan, and Paris (Anne Klein, Giorgio Armani, Perry Ellis, Paco Rabbane). He has also had his own line. Vogue has stated “ Robinson’s office s as spacious as befits the magnitude of what is probably the most socially significant fashion job in the United States”.
He has an extremely difficult task ahead of him. Personally I only go the Gap to see if they have underwear on sale and that is it unfortunately. Denim is the most important item for the Gap to sale and no premium denim is the denim to have. Jeans, which cost $150.00 and up as opposed to Gap jeans costing $24.99. What does Robinson have to say about the competition? “ We’re different, we’re truly about classics and reinventing, say the puffer in gray flannel or that flared chino-classic American things I love. Its not disposable fashion”. That was such a jab at H&M.
Well we can compare and contrast all day, but right now H&M is the store to beat. I’ll buy from there before I but from the Gap on any day. Maybe having a bug name designer, as the head of design will bring the Gap back to their iconic status and make the store relevant to today’s generation.