Do they no longer fill the Gap ? London.October 2016
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Do they no longer fill the Gap ?
London.October 2016
“The problem is that the products doesn't resonate with consumers”
Art Peck. Gap CEO. Spring 2015
Revenue 2005-2015. M$
0
1750
3500
5250
7000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Has consumers moved away from
casual, high quality, American essentials?
“Oddly enough, many of the ideas that made Gap so popular 20 years ago – understatement, androgyny, clothes as uniform – are bang on trend right now, seen at designers ranging from Alexander Wang to Celine”
Hannah Marriot. The Guardian. 19/06/2015
If the market is still there where do consumers shop, if they don’t do it at Gap?
Revenue 2005-2015. M$
0
3500
7000
10500
14000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
What is UNIQLO doing different from Gap?
UNIQLO have taken the Gap concept and developed it as Gap used to in the nineties.
Everyday clothing for everyone.
High-quality, fashionable, affordable and comfortable.
Simple made better
Tadashi Yanan. Owner, founder, chairman & CEO
Gap according to Gap
“Gap is not fast fashion. The brand has its own point of view and aesthetic - it’s all about
optimistic, cool, elevated essentials, American style.”
Liz Nunan. Gap Inc spokesperson
Gap and Uniqlo in the eyes of the consumer
New Gap store. London. 2016.
New Gap store. London. 2016.
“Gap Cuts Year View as Quarterly Sales Fall Retailer struggles with turnaround that has involved
shutting stores, revamping merchandise”
WSJ.18.08.
Gap Inc. Autum 2016
“Gap Global September results: negative, 5% versus last year”
UNIQLO WearHouse. London
£34.95
Price points
£19.90£34.95
Price points
£ 49.95 £ 39.90
3 for £19.95
Price points
“We are not a fashion company but a technology company”
Tadashi Yanai, Founder, Chairman, CEO
“I created Gap with the simple idea: to make it easier to find a pair of jeans.We remain committed to that basic principle.”
Don Fischer. Founder
Management
Donald Fischer, 1969-1983 Mike Drexler, 1983-2002 Donald Fischer, 2002-2004 Paul Pressler, 2004-2007 Glen Murphy, 2007-2014 Art Peck, 2015-
Tadashi Yanai,1984 -
Gap Inc - Fast Retailing Revenue 2015
Gap 5.751 M $
Old Navy 6.675 M $ Banana Republic 2.656 M $
GAP Inc 15.797 M $
UNIQLO 11.379 M $
Princess tam.tam,theory, G.U,Comptoir des Cotonniers 2.499 M $
Fast Retailing 13.878 M $
10 Year Stock Price
Gap according to the industry
“Gap’s identity has become muddied. The key problem is that they have not innovated with product. It also feels as though neither they or their consumer know exactly who they are targeting.” Bernadette Kissane. Apparel analyst Euromonitor International
“Uniqlo is what the Gap should be. It’s fantastic tailoring, quality product at a great price.” Kristin Bentz. The Talented Blonde, Consumer behaviorist
“ Gap needs a total rethink of the branding, the price positioning…. its reason for existing.” Maureen Hinton, Conlumino’s global research director
Can Gap get back on track?Perhaps
What it takes is a revision of strategy and concept, and a strong confident execution both in product and in merchandising.
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