Gap, Who Is Lagging Behind, Is Struggling To Keep Up With The Times.

In the autumn and winter advertisements of 2015, it abandoned the celebrity route, and let Liu Wen and other international supermodels display Gap clothing before a plain background.

This looks a bit like UNIQLO's usual practice.

But this strategy has not been successful in Gap, and sales have been declining in the next few months.

Gap's khaki trousers, jeans and shirts used to be the classics of American popular fashion, but now it is no longer the first choice for consumers.

Now, Gap employs Wieden+Kennedy advertising agencies to implement new marketing plans, and wants to keep up with the current normcore trend.

The word "normcore" is created by the trend prediction agency K-Hole, combined with normal (usual) and hardcore (core), which means to do the most basic collocation and "seek freedom from the commonplace."

Don't think you can just wear a UNIQLO T-shirt and a Gap jeans. Most of the time, normcore refers to MUJI's "cold air" and C's line style.

Old Navy, which is called "goblin" pants, also shows people a new and flexible mode of production that Gap may have in the future. Before large scale production is launched, market demand for small batch of commodity testing is first introduced.

This fast strategy may be the reason why Old Navy overtook Gap.

Over the past 3 years,

The performance is excellent, not only for sustained growth but also for a good surplus.

"Old Navy is more aware and effective in finding industry trends and actions."

The new CEO Art Peck made an evaluation of the group's top three brands in the performance conference call earlier this year, "Banana Republic is in the middle, and Gap is lagging behind."

In the future, he will take the success of Old Navy as an operation template to reverse the fate of Gap and Banana Republic, especially the women's clothing business.

In contrast, Gap

It can only be reduced to "featureless dressing".

Isha Aran, author of the feminist fashion blog Jezebel, sums up Gap's mistakes - the so-called normcore is just the cliche of the basic model.

It is also much more clever to sell clothes to everyone's UNIQLO, which is much cheaper, and is in line with people's psychological expectations for basic funds.

More importantly, although it is basic, there are dozens of high tech fabrics available in color. When you want to pursue the trend, it also offers a moderate price designer cooperation series.

The new CEO Art Peck of Gap group, which took over Murphy in February this year, is facing severe challenges to save Gap.

The first is the accountability design team.

Before taking office, he sacked the creative director Rebekka Bay, who was excavated from H&M in September 2012, and hired Wendi Goldman, which was responsible for the Pink design work of the Victoria's Secret sub line, to lead the product design and team development of Gap.

Rebekka Bay was once in office.

The design of women's wear has made great innovations to make them more self-contained and colorful.

Her series seems to make the circle more exciting: white floral shirt skirt, printed cowboy motorcycle jacket, striped nine pants.

Her works are even compared with Jenny Holzer's "general" series T-shirt.

But this has not significantly affected brand sales data - Gap has not changed in 10 years.

Reshaping the supply chain to make Gap "faster" is the core of the new CEO pformation plan.

His goal is to shorten the cycle of Gap products from design to store to 30 weeks.

The current cycle is 10 months, about 3 times that of ZARA and H&M, because Gap does not own its own factory.

Although it is also known as ZARA, H&M and UNIQLO as the four fast fashion brands, the speed of Gap is still different from that of them. Finally, the position of Garment Group has been handed out.

But in 10 years, can Gap still be cool?