Gap Sells Cosmetics In China For The First Time In China

According to the world clothing shoes and hats net, March 8th, the United States

The brand Gap has set up a three month POP KIT makeup store in Shanghai Nanjing West Road store and Shanghai Hongkong Plaza store.

The make-up counter is set up on the first floor of the shop and has a larger test area.

This is

For the first time in China, selling cosmetics in China is also an American minority makeup.

POP KIT is the first stronghold in the Chinese market.

Zhang Anqing, creative director of Gap group Greater China, told reporters that Gap set up a make-up flash store to provide one-stop shopping experience.

In addition to the multi color theme of the new POP KIT, it is also hoped that the establishment of the flash store can attract more young passengers for the store.

"GAP has done a survey of Chinese consumers and found that young women are very interested in make-up, so we planned this cooperation."

He said.

The POP KIT, founded in 2017 by Sarah Uslan, a Hollywood makeup artist, has not yet established a wide range of brand names in the mainland.

Although it is hardly known in China, it has opened an official flagship store on Tmall. The speed of online expansion has exceeded that of Colorpop, E.L.F, BBIA and Kiko.

Gap Nanjing West Road store.

(photo source: Gap)

Like many fast fashion brands selling cosmetics, Gap POP KIT is cheap and varied, and the only difference is "non biological".

However, the fast fashion development of make-up skin care line is already a trend in the industry, and even the electricity providers have joined the battlefield of beauty makeup.

As for the advantages of self made make-up line, H&M spokesman once told Glossy that the development of make-up line can really cater for the "one-stop" shopping demand of current customers.

"Many customers say through social media and e-mail that they need to buy all the products they need, including beauty products, of course."

The beauty makeup products that are attached to other brands or group's main brand channels will often become the products that consumers put into shopping carts at the last minute before paying the bill.

"Lightweight cosmetic products do not make fast fashion brands look crowded. It's a good accessory."

Retail analyst Paula Rosenblum said.

Although Gap has achieved one-stop shopping this time, however, it is still slow for Gap to do some self styled cosmetics.

Forever21 launched Love&Beauty in 2009, Topshop and H&M also have its own beauty makeup brand. Although Zara has no makeup line now, it also opens up a new world with Zara Home in the home world.

But according to Zhang Anqing, Gap is not working with POP KIT to promote its own make-up line. The group may not have such a plan at this time.

However, it can be seen that Gap is accelerating the pace of approaching the younger consumer groups in the past two years. It can understand one or two from the layout of the largest store in China last year.

Gap opened in August last year in Nanjing West Road, the main business is innovative and digital elements.

The touch screen hints at the way of wearing and shopping, and the plaything interactive areas are equipped with doll machines, personality denim heat pfer devices, etc.

Perhaps such a shop with a full channel store design concept is a turning point for Gap in the past few years.

In addition to digitization, Zhang Anqing said that the main task of Gap in marketing is to embody the characteristics of the products of the season. This is not so different from the Old Navy, which is outstanding in the group's performance.

Although Gap is the main brand of the group, its performance has not been as good as that of Old Navy in recent years. The sports apparel brand Athleta of the group is developing at an annual rate of 25%.

However, Gap is working at the strategic level. At the beginning of this year, Art Peck, CEO of Gap group, said that it plans to develop online business and shorten the product cycle from 10 months to 8-10 weeks.

It is not known whether it will open up self made makeup in the future, but Gap's performance and brand recognition may be promoted by the help of young consumers.

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