GAP, A Fast Fashion Brand, Is Desperate.

In the just released June sales report, in the first 5 weeks ending July 2nd, GAP group's net sales amounted to US $1 billion 570 million, compared with the same period last year, 2% growth, and the same store sales performance is also better than last year, all over expected.

You know, Thomson Reuters's prediction for GAP has fallen by 3.2%.

As of January 30, 2016, the fourth quarter of fiscal year 2015,

Group same store sales fell 7%, of which GAP, BananaRepublic, Old Navy three brands of the same store sales fell 3%, 14%, 8%, a big crash.

In this era when every brand is in urgent need of growth,

The decline seems to be the norm, and any brand growth phenomenon needs our attention. Perhaps the one we ignore is the driving force of its growth.

Then, let's count the actions that GAP has made since the beginning of the financial report.

Facing the fierce competition environment, GAP is very worried about the decline of its competitiveness.

GAP is still optimistic about the Chinese market, but it is aiming at China's two or three tier cities.

Shrinking and shutting down all over the world.

At the same time, GAP said that it will open 40 new stores in China this year.

The first quarter of 2015 was poor in the fourth quarter, and the first quarter of 2016 was also unsatisfactory. This is the fifth consecutive quarterly decline in GAP.

GAP decided to close 75 OldNavy and Banana Republic stores outside North America, including all the 53 Old Navy stores in Japan.

Next, it has shifted its focus to the most beneficial market for brand growth, such as China.