I grew fond of the Gap when I was in college. I loved the Gap. My love affair was simple to understand. I was a fad chaser in junior high and high school, just like 90% of my fellow Long Island classmates. I could not get enough: neon sweatshirts, stretch pants, acid wash jeans, parachute pants, ID shirts, Z Cavaricci, and Farlow jeans, Doc Martens, Benetton / Coca Cola rugby’s; the list goes on. But, in college, I was sick of the extreme fad chasing and quite honestly, looking like a high schooler. I wanted classic with style. I wanted quality but affordable, and the Gap was that for me. They had the perfect on-trend jeans, carefully infusing the right trend of fit and wash. The stores carried crisp, white, fitted shirts and lots of blazers. The mannequins were both classic yet stylish (I wanted to be them 😊).
While reading the top news on the web a week ago, I read about the many retailers that were closing a significant number of stores. None of the stores were surprising. One store, in particular, had me reminiscing about the good ole days – the Gap. I read from a few sources what they interpreted as the demise of the Gap:
- Stuck in the “horrible middle” … not affordable like Old Navy and not premium like the Banana Republic.
- They did not connect with the millennial generation.
- The horrible logo change (I would not dare call it a brand relaunch).
Maybe all of the above is true. But I believe the simple reason for its lack of success is because the Gap did not evolve with the time.
Evolve is the keyword. A brand is born with a soul (in marketing terminology, it is called the brand essence). A soul doesn’t necessarily change, but it sure does evolve over time. Just like the human soul. To grow, one must truly understand its soul (aka brand essence) and identify ways the soul can remain relevant amidst changing times, attitudes, and significant shifts. Listening to consumers and reading / following trends is vital.
I read an article that stated: “The Gap provided customers with a uniform.” The word “uniform” is ugly, so I will elaborate. The “uniform” can be described as I mentioned above: simple, classic, on-trend (not on a fad). Unfortunately, the Gap did not evolve the “uniform” it just tried to be something for everyone. All of a sudden, I’d spot a cheaply made “fad” sweater with rhinestones in all the wrong places, off-trend jeans, athletic wear (where did this come from?), etc. The Gap lost its identity.
So, what do I wish to happen? What would still bring me through the doors today?
- Go back to classic and simple; but what’s relevant today (colors /cuts/necklines; etc.) Understand what classic means today.
- Jeans are classic. Seek and discover on-trend jeans. The Gap let Levi’s come in and steal their “Jean equity.
- Help customers pair the right amount of trend with a classic. Create an experience that helps customers add a “safe” amount of sass (think an orange loafer or a fringe earring to a classic outfit). Customers are looking to accessorize but don’t know how to do it (especially those classically, simple customers). Consider Stitch Fix, Trunk Club, etc. They pride themselves in providing an entire look to their customers. “Newer” fashion retailers immediately opened dedicating ample space to accessories.
I dare all marketers to look at the soul of the brands they manage. Is the brand evolving with the marketplace, or are products (within a brand) being launched based on trends exclusive of the brand’s soul?
This is my vision of the evolution of the GAP…
