U.S. Brand Clothing Gap
Gap's performance began to decline, the European fashion retailers inroads into the U.S. market, the name of the latest and most popular in the price Fashion positioning, successfully captured the attention of many American consumers.
ShenZhen (I-Newswire) February 27, 2013 - Gap Inc. Was a well-known brand in the United States, its different sub-brand aimed at consumer customers, respectively, to the middle and upper class from the popular Old Navy, Banana Republic have a certain market share in the clothing market.
However, from 2011 onwards, Gap's performance began to decline, due to European fashion retailers inroads into the U.S. market, the name of the latest and most popular in the price Fashion positioning, successfully captured the attention of many American consumers.
Dress style because the United States has been, has been relaxed and comfortable and natural for the mainstream, so that Gap Inc. have a stable profit in 2011, but the exposure and competition in the European clothing, making the Americans began to change the original the dressing philosophy and style, consumers began to follow the example of the fit neat tailoring Europe and multiterminal version of type styles. Gap Inc. in 2011, the total turnover presents a negative growth back 6%.
In the last year (2012), Gap Inc.. Revamp all product lines, follow the example of the mode of the Zara brand, hired a the J.Crew fashion consultant and cutting-edge fashion designer, create a large number of new models of the kind, and speeding up the pace of supply chain.
Obviously in the style of 2012, to see Gap is different from the simple style of the past in the past, added the bold use of color and retro style cut, which adds many popular fashion elements in the new product line.
In addition to the change of the products, the operation of the store is also key. The newly appointed chief operating officer, to reduce the number of retail outlets, as well as to reduce the size of the original store, to reduce expenses to increase the proportion of store per ping profit.
According to statistics, the results of 2012 increased 6%, to prove the value of such a model.
But marketing experts, Gap Inc. Need to worry about is the strength of the brand, because the single from the product seems, its own style with the style of many clothing brands which are relatively disadvantaged.
Obviously, Gap Inc. Reconstruction of the road is still some way to go
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Published On:February 27, 2013
Print Release:Print Release
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