How Does GAP Break Through The Fast Fashion Siege?

　　 Cultural communication first

not long ago, GAP President of Greater China Yang Deming Zeng said that by 2015, the Chinese market will surpass Japan and become the second largest market of GAP outside the United States. However, it is not so easy to achieve the expected results in the Chinese market.

Through market research before entering the Chinese market, GAP focused on the domestic "golden generation", who are mainly 25-35 years old, have strong consumption ability, are keen on fashion and know more international brands. At the beginning of its opening, GAP selected celebrity Zhou Xun, supermodel Liu Wen, cartoonist Wang Maomao (the author of Tusky) and artist Ceilen Lau as spokesmen, which made the brand popularity rise rapidly in China and the brand image initially entered the hearts of consumers.

Fashionable and affordable, once an important magic weapon for GAP to become a representative brand of McFashion. The so-called McFashion is to make clothes as cheap, fast and fashionable as McDonald's. GAP has successfully captured the US market by doing so.

　 Adhere to fashion and quality

For fashion, GAP obviously holds a different attitude from its rivals. At ZARA, H&M and Uniqlo GAP still adheres to the consistent American leisure natural style when it is recognized by relying on a large number of copies of the latest fashion products. Murphy said that GAP will never follow the trend, but only interpret the trend. Yang Deming also said that he did not like the concept of fast fashion. "GAP is not just the clothes for the first quarter, but allows customers to wear for many years without breaking away from fashion." He believed that fast will make brands give up on product quality.

Less than three years after entering the Chinese market, GAP is gradually extending its reach to provincial capital cities such as Shenyang, Ningbo, Wuhan, Chengdu, etc. With the gradual familiarity with the Chinese market, GAP has obviously accelerated its pace. After all, this is the key point of the company in the future, which cannot be compromised.

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Gap, founded in 1969, is the world's largest apparel retailer. Many consumers of different ages are supporters of their products. In addition to good quality, its price is also affordable, and almost every consumer has the ability to buy. This has led to the continuous expansion of GAP, which has gradually swept the clothing market in the United States and even the world.

GAP was born in the United States and has become a fashion choice for American teenagers. What GAP brings to people is a kind of leisure temperament, which enables unrestrained American youth to enjoy the natural and comfortable life to the fullest.

The first store of GAP used jeans and tapes to sell side by side, but the result was not ideal. Many people are only interested in audio tapes. As for jeans, because of their wear resistance, people will choose Levis, a famous brand tycoon at that time. Its series of brands, such as GAP, OldNavy, and Gapkid, have been listed one after another, and have occupied the American leisure brand market in the shortest time, and have been recognized in the United States and overseas. The most classic design of GAP is still the jeans series that carried forward despite setbacks when establishing GAP brand. The feeling of not being bound has become a model pursued by the younger generation in the world.