Gap to close 200 stores

It will come as sad news to a wide range of loyal followers but Gap is to close 200 of its 900 worldwide stores by 2013. CEO Glenn Murphy made a presentation at a consumer conference, which was live streamed on the company

website to make the announcement and said plans now were about focusing on modernising the signature look. He said measures would actually allow for ‘a huge opportunity to fill in with trend-right products...and focus on new category development.’ Marketing will shift ‘disproportionately to acquiring new customers.’ (The Independent).

However Murphy did admit that Gap had not tried hard enough to attract ethnic minority customers in the US.

The company was founded in 1969 by Don Fisher and the original name, ‘The Gap,’ was derived from the idea of a 'generation gap' so the label was aimed at providing simple, preppy but pragmatic clothing to bridge the gap between young fashion savvy and their parents.

Although Gap, still ultimately seen as a safe supplier of basics, shorts, tees, jeans, the appointment of Patrick Robinson as creative director has seen a more trend led shift, times have been hard for Gap, whose less trend led pieces and wider demographic has seen them suffer in comparison to a H&M or Topshop. For instance advertising campaigns which target a 25 to 30 woman but don’t offer any leverage to the adults or kids who Gap also design for.

Having said that, the labels stuck to its gun, remained true to its brand identity through tricky times and if anything Gap garments are instantly recognisable to consumers – which has actually reaped rewards during recession led times.

A spokesperson said ‘Gap is most successful when it finds its place within the season’s trends.’ So far we have seen a popular ‘perfect trouser’ capsule collection and a new range of all round improved denim for prices of around £40 which would elsewhere retail at around £175.

And there is the ongoing, niche Stella McCartney for Gap Kids range, which is a hit amongst yummy mummy shoppers.

Whatever is said, the Gap crew have worked steadfastly to keep the brand moving forward.

Some insiders are surprised by chairman, Murphy’s, latest announcement. But perhaps a smaller store count and a more trend led focus could be a good thing in our current climate. Whatever Gap does they always manage to retain their more than loyal customer.

Image: Gap