It's Hard To Get A Good Rebound, Gap Sales Fell 16 Months In The Same Store.
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 is the 16 consecutive month of decline in Gap group's same store sales.
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 the Gap 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.
The poor performance of the same brand Gap reflects the problems of the company itself. Independent shoe clothing commentator Ma Gang said in an interview with the Beijing Commercial Daily reporter. Fast fashion brand Incorporating tidal elements Marketing Management Closely combined, making clothing from slow products to shorter life cycle products is the characteristic 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.
Yang Dayun, President of the excellent international fashion brand investment company, believes that Gap is embarrassed in its fast fashion brand positioning, and the product lacks innovation. Popular We need more efforts in terms of quality, and we insist on good performance price ratio of products. Gap group is also aware of this problem. ArtPeck, the group's chief executive, said the company would focus on upgrading its products before trying to improve its brand name.
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