Why is gap failing

With its shiny texture, the Round recalls 80s skiwear. On social media, it has been compared to designs by Norma Kamali and Charles James. The satisfaction and prestige of owning what is being touted as a piece of fashion history comes free with purchase. This article is more than 4 months old. Gap has signed up Kanye West in a new clothing range collaboration entitled Yeezy Gap. Quick Guide Why are UK high street retailers in trouble? What help do retailers need?

What is the government doing? Topics Retail industry Kanye West Fashion industry news. Reuse this content. And in the last three months, its Quality, Brand Impression and Customer Satisfaction scores have plunged significantly. Its new CMO Mary Alderete told The Drum in an interview last year that it wanted to be the brand face of "modern American optimism" but it's anyone's guess how this will translate across the pond and help it compete with the brands that have eaten away its marketshare.

Sharon Jiggins, chief marketing officer at FCB Inferno, is more positive on Gap's outlook, saying the end of its bricks and mortar operation gives it a "huge opportunity" to reinvent itself in the eyes of British shoppers. Its Gapfit range is great, but is it showing it off as best it could? There is very little by way of body shape diversity," she says. Marketing can change the world. Register The Drum Plus. Digital Transformation A-Z Topics Ad of the Day. Ad spend. Ad tech.

Agency culture. Agency models. Agency performance. Awards case studies. Visuals should be the last step in the strategic shift. The internet provides a space for news and opinions to spread like wildfire. Online word of mouth needs to be accounted for and monitored by brands. Adverse reactions can result in a poor reputation for the brand. Negative brand associations can quickly develop and, in turn, can have negative repercussions on your brand equity and your bottom line.

It is difficult to predict how people will react to a new branding strategy. This case study illustrates the power of a logo to define who you are and to act as a connection point between you and your customers. Making drastic changes to this connection point must be done in line with a wider branding and business strategy.

Otherwise, brands risk facing the wrath of consumers whose opinions easily serve to damage their reputation. Good article.

I was never a fan of the old logo. Bit clumsy and old fashioned. I prefer the new one. It looks fresher, sharper but still simple like their products.

If they had preempted and teased the audience slowly at first then Less of an impact. So, maybe in time it would level out. Risky but a brand seen to be refreshing itself is no bad thing but, as you rightly say, that needs to be sensitively handled. Online shopping has become more convenient, and more and more people are starting to favour smaller brands with more affordable prices.

Pier 1 Imports shut down half of its locations last year, while Forever 21 went completely bankrupt. Sears has also been closing stores, while Barneys was liquidated.

With the pandemic in our midst, online stores are once again thriving while mall-based retailers are struggling. While Uniqlo and Target positioned themselves as the top providers of basic apparel, and brands like Madewell and Zara catered to the fashionistas of the world.

The Gap tried to fit themselves in everywhere and ended up not properly fitting into anywhere. Will people be ready to go back to their normal ways when all of this is over or will they still avoid malls? Shifting onto a digital platform might be a good idea as you will be able to save on rent and other overhead costs while focusing instead on online sales. Aside from online sales going up, a lot of brands are offering great sales to get rid of inventory and to bring in more cash flow.

Some observers have said that it might take years for demand to go back to the way it was before the pandemic , so offering drastically lower prices might be a viable option for you to look into at the moment, as well. Soon after posting, screenshots spread all over the Internet, accusing Dove of being racist in terms of how they depicted women of colour.