GAP

Business of Fashion - - Brand Watch -

The first Gap store opened in 1969 with a sim­ple idea — to make it easy to find a good pair of jeans and based on a com­mit­ment to do more. Over the past 46 years, the brand has grown from a sin­gle store to a global fash­ion busi­ness, present in 90 coun­tries world­wide.

Gap en­tered the In­dian mar­ket at the right time, when the de­mand for in­ter­na­tional brands was grow­ing. Since its in­tro­duc­tion to the coun­try 2 years ago, the brand has opened 11 stores in 6 cities. With the launch of Gap on nnnow.com and Ama­zon, Gap is now avail­able in mul­ti­ple ge­o­graphic lo­ca­tions in the coun­try.

Tar­get Group

The iconic Amer­i­can brand stands for an in­di­vid­ual who likes to ex­press his/her per­sonal sense of style, while be­ing on-trend. Gap’s pri­mary au­di­ence would com­prise mil­len­ni­als and young fam­i­lies.

Denim’s Share in the Prod­uct Bas­ket

Gap is a cloth­ing and ac­ces­sories brand and denim con­trib­utes to about 20-25 per­cent of its core busi­ness. Denim bot­toms are fast movers for the brand, both across men’s and women’s cat­e­gories.

Top Sell­ing Col­lec­tion

In the men’s cat­e­gory, the top sell­ing styles are skinny, slim and straight. These styles come with var­ied lev­els of stretch al­low­ing ease of move­ment. Within the women’s cat­e­gory, high waist, skinny, and girl­friend denim styles sell par­tic­u­larly well.

Up­com­ing Col­lec­tions

Stay­ing true to the Amer­i­can style, this Fall ’17 women’s col­lec­tion fo­cuses on sculpt jeans, which of­fer im­pec­ca­ble fit and style, true Skinny and leg­gings that come in dif­fer­ent colours and prints. For men, the con­cen­tra­tion is on per­for­mance denim which in­cludes stretch jeans, fit jeans and ac­tive jeans.

Pri­mary Mar­kets

Gap’s pri­mary key mar­kets are in the met­ros — Delhi, Mum­bai, Bengaluru, Chen­nai. The newly launched stores in In­dore and Pune are also catch­ing up fast.

Re­tail Ex­pan­sion

Gap con­tin­ues to strive to­wards its five year plan of grow­ing the num­ber of stores in the coun­try to 40. The brand al­ready has launched stores in tier-II cities such as Pune and In­dore and are only look­ing for­ward to grow­ing in store count.

Online Pres­ence

Af­ter the launch of 11 stores, the brand launched it­self on gap.nnnow.com. It also has made its col­lec­tions avail­able on Ama­zon.in to make shop­ping eas­ier and more ac­ces­si­ble to its cus­tomers.

Omni-Chan­nel Pres­ence

Gap’s online store on nnnow.com pro­vides the op­tion of click and col­lect in store, or any pre­ferred de­liv­ery ad­dress within 48 hours. In-store cus­tomers can now in­dulge in the lux­ury of end­less aisle and or­der prod­ucts from other stores in case of stock out or size out. This al­lows the cus­tomers un­par­al­leled ac­cess to all Gap stores from one lo­ca­tion.

BRAND UP­DATE

> Coun­try & city of brand ori­gin:

San Fran­ciso, Usa

> Year of brand launch in In­dia:

2015 in In­dia

> Num­ber of coun­tries present in: 49

> To­tal num­ber of EBOs in In­dia: 11

> Num­ber of In­dian states present in: 5 > Num­ber of In­dian cities present in: 6 > On-line store: www.gap.nnnow.com

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.