Gap’s Latest Plan to Turn It Around
By George Anderson
“It’s déjà vu all over again.”
Gap Inc. has announced yet another new plan (strikingly similar to past ones) to turn its struggling business around.
The company, according to Cynthia Harris, president of U.S. Gap stores, will focus on clothing that is “casual and confident.” The fashions, will feature designs, she described as “updated classics.”
The Gap intends to reconfigure its locations into four primary shops within each store to better serve consumers. The new departments, scheduled to roll-out in July, will include a denim shop, an activewear shop, a t-shirt shop and a “clean shop” that will sell items such as khakis, skirts and woven tops.
The store merchandising will be reconfigured based on seasonal influences, according to Ms. Harris. For example, the t-shirt shop will most likely be front and center during the summer selling period while others will move depending on the opportunity of the moment.
Pat O’Hare, an analyst with Briefing.com, said, “Anything will help Gap at this point. They need to do something to really improve the store experience.”
Another area where Gap is looking to improve is on its ability to shorten the cycle in which it brings new items into the store. It has watched as so-called fast fashion retailers such as H&M have quickly moved in new clothing to meet consumer demands while its stores have focused on a longer term seasonal in-and-out approach.
Moderator’s Comment: What are your thoughts on The
Gap’s latest plan to get its business turned around? Where do you see the greatest
opportunities and the most significant hurdles? –
George Anderson – Moderator
Unveils Plan to End Sales Slump – Los Angeles Times (free reg. required)
Unveils Plan to Reorganize U.S. Stores With Four Sections – The Wall Street
Journal (sub. required)