Rooting For Gap Inc.

I still keep track of Gap Inc.'s comp sales (sales comparison of stores that have been open for a year or more) once in awhile. They are currently down 6% for the month of April and 11% down for this quarter. I haven't seen a noteworthy, long term, will stay improvement in a loooong time but I am really rooting for Gap as a whole. It's too much of an iconic brand to just flail around. H&M, Zara and J.Crew have really slapped Gap silly. I admittedly haven't shopped at Gap in awhile as it's just too boring. Count not having generous merchandise discounts too. boo!! Withdrawal symptoms last years!

Hopefully, there will be a turnaround for the Gap Brand under Patrick Robinson's direction as EVP of Design. Subtle changes have been happening in stores since he took over end of last year. There's a continuity in the designs, colors, themes, merchandising. You won't see a plain t-shirt in a gillion colors anymore. Who really needs plain tees in 10 colors?? In my mind, you have to keep customers wanting to come back. Don't offer them everything at the same time and be sooo accessible. Unique / trendy / edgier designs are happening but still keeps to Gap's 'basic' style. They've also joined the "design editions" bandwagon. Reinventing the basic white shirt with the help of Phillip Lim, Thakoon etc... Having European collections, t-shirt design artists, designer shoes.

I'm really liking that scarf!!!

They came out with a new shipping campaign "4 stores, 1 Checkout". Idea is you can online shop in any of the four (Gap Brand, Banana Republic, Old Navy, Piperlime) and only pay a flat rate of $7 regardless of weight. The online sites have brand tabs for easy navigation. They should have come up with this sooner after all inventory ships out from four common distribution centers (from when I was still working there) strategically located across the country. I still prefer in store shopping as I'm into feeling textures, scrutinizing details, checking fabric content, washing instructions and seeing how a piece of clothing "falls". But for those who live in let's say Wyoming (my birth state, yeehaa). This is a such a good deal. Free returns too! I was at work when I saw their ad and showed my coworkers. They thought it was brilliant! Made them want to not just look at one brand's site but at all of the four.

I anticipate the Fall collection (any fall/winter trumps spring/summer) with hopeful eyes, hands and credit cards. Shouldn't be more than 2 months away as summer styles go on sale mid-July onwards. It's the first one that Patrick Robinson really owns.

It's a wait and see. It's the retail nerd in me. You can't get any more American brand than Gap. Iconic really. So this maybe my way of rooting for the US economy too.