Gap The Brand Of The Same Name Is Declining.

Gap group's performance rebound seems to be extremely difficult.

The latest sales figures in August showed that the same store sales fell 2%, far exceeding 0.2% of market expectations.

This has been the 16 consecutive month of decline for the 16 consecutive month of sales of the same store.

The results showed that the return season to Gap group's rookie brand Old Navy brought the same store sales growth of 6% in August, but the Gap of the same brand increased from 6% in the two quarter to 8%. The banana republic's recession also intensified, while the same store sales increased to 11% from the 2% decline in the same period last year.

The declining brand of the same name is worrying.

Although previously

The group has said it wants to use the Old Navy to drive the two brands of Gap and Banana Republic.

But until August, the same sales of the Old Navy only offset the decline of Gap.

Measures such as closing stores and layoffs to save the brand of the same name did not improve performance in August.

President of excellent international fashion brand investment company

It is believed that Gap is embarrassed in the fast fashion brand, and the product lacks innovation. "We should make more efforts in the design and popularity, and insist on the good performance price ratio of the products".

Gap group is also aware of this problem.

Art Peck, the group's chief executive, said the company would focus on upgrading its products before trying to improve its brand name.

The poor performance of the same brand Gap reflects the problems of the company itself.

Independent shoe dress commentator

In an interview with reporters, fast fashion brands combine fashion elements and marketing closely, so that clothing from slow products to shorter life cycle products is a feature of fast fashion.

But in recent years, the marketing of Gap is not active enough, the layout of the channel is slow, the number of outlets is too few, and the products lack bright spots.