Gap, who’s UK and European retail sales have slumped in comparison to Zara, H&M and other fashion-led high street brands, is to focus on its European product and modify it from its US offer.
European demand for more directional lines have forced Gap inc to rethink its European approach to retailing. A new design team is in the process of being set up in London, a breakthrough for the company as previously all design was done from its New York headquarters. Similarly, Gap is to develop UK-specific advertising campaigns following Clalre Dobbie joining as its first European marketing vice-president.
The chain could adopt UK celebrity faces to help shoppers better identify with Gap’s style. Its is well known for signing US stars such as actress Sarah Jessica Parker and Madonna to endorse the chain across all markets. But Gap Japan recently celebrated its 10 th birthday and incorporated Japanese celebrities into its promotional material. Gap is decentralizing its operations from the US and creating a London-based buying office in addition to its new design team.
Gap Europe president Stephen Sunnucks told Draper’s Record that the new team would enable it to react in-season and slash lead times by up to eight weeks. He said 2006 priorities are tighter stock control, decreasing Sale activity and re-energising visual merchandising. Group sales fell 5 per cent to £1.3 billion for December. Gap International reported like-for-likes down 3 percent for the same period.
Gap has 130 stores in the UK.
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