News
« Consumer Prices Continue To Climb | | Jones Apparel Tries To Woo Wang »
June 14, 2006
Blacks's Take: Should Gap Go Designer?
Gap Inc. is the latest retailer to consider hitching its wagon to designer names in an effort to increase sales.
Gap Brand President Cynthia Harriss said last week that the chain is thinking about selling designer or co-branded apparel in its stores, following similar moves by mass-market players such as Hennes & Mauritz and Target.
While the strategy has been wildly successful for H&M and others, Gap should think carefully before trying on a designer strategy, according to Blacks Senior Consultant Steve Pruitt.
“There aren’t as many opportunities in designer casualwear (basics), and at the end of the day people go to the Gap to get basics, not brands,” Pruitt said.
Gap tried to go up-market several years ago by offering more fashion-fashion products, but the move flopped, according to Pruitt.
“Customers weren’t interested in their fashion product, and they wound up missing sales on basic items,” he said.
While it’s possible for the Gap to put together a designer strategy that works, it can only be done if the retailer commits itself for the long term and implements the plan in a way that doesn’t neglect its core customer base, Pruitt said.
"This is a lot of ifs," he added.
Posted by Blacks on June 14, 2006 12:10 PM
Comments
Post a comment
