I will be the first to admit that I shopped quite a bit at Banana Republic...I did...like 10 years ago. You wouldn't catch me in any of the Gap stores today.The Globe and Mail published a great article on the decline of the American brand, where it went wrong and how it is losing out to its competitors.
Summary? Not listening to the needs of its customers. Times change, so do styles. Isn't that obvious? Apparently not to the Gap who is losing out to A&F, American Eagle and the like.
What can they do to resurrect themselves from the near-dead? Lots. New designers, new marketing...how about giving up on the hollywood stars sporting their gear and get connected back to where they started...back to '69 when they were one with their community. When they understood their community.
PS. While you are revamping you might want to deal with your image re: slave labour.
2 comments:
Mish,
The Gap has had a great run. Not to be an apologist for them, but... just like it's hard to lead successive generations in software (Microsoft?), it's difficult to do it in fashion too. Let's see how long A&F, American Eagle ride the wave. The Gap, last year hired a new creative director and new designers etc. As for connecting to their community, what community? It's a global company. Ummm and the slave labour thing, I don't think they're any worse than the rest of em. I'm sure they have poeple checking the factories, blah, blah, blah
Well, they did for awhile have a strong following...devoteed gapee's if I can say. I still know quite a few who live and die by BR and its 'quality.' If they connected on a city level, or by engaging the community - designing some pieces or having some type of contest, that might do the trick. I do think that what they keep in each store differs too, so maybe connecting and finding out exactly what they should and should not carry via location instead of determining that for us.
RE; Slave labour - ergh...yes, you are correct. I justhad to putit in though.
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