Mind the Gap

When was the last time you were in a Gap store and thought to yourself this brand represents who I am and what I want to be?  I have to say over the past 5 years, every time I have entered the Gap I have been utterly disappointed and confused.  Rather than innovating and moving forward, they have stood still and have become Hanes - plain and simple with no umphh to them.  Yeah, there is a place in my life for Hanes - underwear and socks and for the past five years, that is the role that the Gap has served in my life - durable and long lasting underwear and socks.

For fashion, I go elsewhere.  For style, I go elsewhere.  For brand experience, I go elsewhere.

Now, I get my socks from Banana Republic and my underwear (in case you really care) JCrew.  So Gap has no place in my life.  And apparently according to the news out there right now it has no place in anybody else's either. 

It saddens me to think that such a cool brand back in the day cannot revive itself.  They were what I thought it meant to be a hip young working adult.  But with the creation of Old Navy and the increased profile and stature of Banana republic, the Gap has been edged out of position.

AdAge posted an interesting article where they asked experts what they would do to save the Gap.  Of the all response, I have to agree with Seth Godin.  Godin says "I don't think it can be done. The Gap represented a movement. It nationalized something regional at the same time they profited from the death of business dress. Both are over, quirkiness is back, and that's that."

Seth, I agree with you, The Gap must go.

Comments

[Polly]

I agree that the Gap isn't relevant any more. But, call me sentimental, I hate to see it just go away. Some of the experts in the AdAge article were in line with my thinking... it may not work in the end, but it'd be nice to turn it around. Comebacks are big! :D

[Paul McEnany]

The Gap was great for the sale rack back in college. Nice to go buy some new jeans for ten bucks, or whatever. Probably not exactly what they're hoping to be known for!

[Eric Lander]

Great post, although we didn't really need to know where you get your underwear... Still, both you and Godin are spot on with the issues facing the company now. Like you, I grew up when Gap was big and sporting their $50 hoodies were the thing to do. Now, I'm hard pressed to find their clothes useful in anyway at all. BR took over their maturing buyers like us, while Old Navy caters to the younger crowd.