Us Fashion Giant GAP Is Coming Late (1)

[for GAP's reasons for not wanting to enter China in the past more than 10 years, Yang Deming remained silent.

But according to the public information, we can see that in the past 10 years, GAP is not without shock.

If you haven't heard of the top ranked clothing brand in the US -- GAP, it doesn't matter. At least you've heard of Lewinsky and her famous blue skirt.

When the former US President Clinton's sex scandal spread all over the world, the blue GAP skirt displayed by the public in front of Lewinsky was let people talk and take delight in it.

For a time, the reputation of GAP is very loud. Every person who passes by or enters GAP store will run in to see if there is a blue GAP skirt.

Some even call Clinton's sex scandal "GAP gate incident".

For brand experts, this seems to be a good thing for GAP's popularity, but there may be a discount on its reputation.

People care not only about gossip, but also its price.

In the US GAP store, the price of the skirt is less than 10 dollars.

Yes, the parity and universality of GAP can be seen.

It is very similar to the price range from Sweden's H&M, Spain's ZARA and Japan's UNIQLO, and because of this, some people call GAP "the clothing industry".

Today, the world fashion giant, which owns more than 4200 chain stores worldwide, is "coming late".

Recently, Yang Deming, President of GAP China, told the first financial daily, "GAP expects to open 4 shops in China at the end of 2010, of which 2 are in Beijing and 2 in Shanghai, and each shop has an area of 1100~1800 square meters.

At the same time, network sales follow up.

Compared with the global rivals ZARA, H&M and UNIQLO, GAP went to China for at least 3 years.

Can it still catch up in 3 years?

GAP's philosophy of success

In fact, GAP is the most famous.

In 1969, GAP founder, Donald Fisher, was choosing a pair of jeans suitable for his own in a fashion shop in California, but couldn't find a suitable pair of trousers if he chose them.

Driven by this kind of power, Mr. and Mrs. Fisher created GAP.

GAP's first store was not a big success.

When the first shop of Lao fisher used Levi 's jeans (its own jeans brand was founded in 1974, its chain store sold the tapes sold by Levi' s' in 1991) and sold the tapes together, but the result was not ideal.

When GAP opened second stores, Lao Fisher focused on young people, emphasizing a younger shopping atmosphere.

The products we sell include round T-shirt, short and smart cotton blouse, jeans and so on.

The classic design of GAP is still jeans.

"And the point is that GAP sells more than just jeans, many jeans are paired with clothing."

Yang Deming said.

This new way of selling makes GAP soon known in the US.

In 80s and 90s twentieth Century, GAP developed rapidly, and its series of brands such as GAP, OldNavy and GAPkid went public.

Peg Andesil, the author of why we buy things: Science of shopping, says that the winner of modern retailing is people who spend the least energy on shopping.

For businessmen, your convenience is their business opportunity. Why don't you buy a dress of the same color to match your fancy vest? Peg Andesil added, "in fact, 70% of what we buy is actually not planned at the beginning.

That's exactly what it is.

GAP also uses RFID tracking system to effectively manage sales terminals.

Every GAP clothing label is tracked by the system, whether it is placed in the storehouse's packing box or on the shelves of the store.

As long as customers have needs, salesmen can immediately tell consumers how many kinds of colors they choose to see through the portable reader, avoiding the time spent by traditional manual searches and the loss of customers.

According to statistics from relevant departments, GAP's sales increased by 20% after RFID's effective tracking and management of clothing.

In addition, GAP is still the master of marketing. Over the past 40 years, GAP has invited all kinds of Hollywood stars, rock stars and TV stars to endorse GAP products. There are countless marketing events that are affecting. In recent years, the most influential one is in the shop in Vancouver, Canada. In a period of time, all the devices in the shop have turned upside down, giving people the illusion that they are being inverted themselves.

The upside down items include shop Logo, window model, 4 showcase, hundreds of T-shirts, 1 hot dog cars at the door and 3 cars.

"We produce in more than 40 countries, and there are more than 300 codes of conduct.

We also have strict control over costs and procedures. "

It is because of these various reasons that GAP has made more than 4000 stores around the world in more than 40 years.

In the United States alone, the number of stores is as high as 3000, and last year it was sold for $15 billion.