Fast Fashion Gap Group To Expand The Scale Online Launched Men'S Sports Brand Hill City

Hill City will be an online drive development brand, and there is no plan to set up a physical store yet.

In September 20th,

Group announces upcoming launch

The brand is for all age groups, providing sports, work, leisure and other occasions.

This is also the only Gap group.

Brand.

Hill City will be on sale at official website Hillcity.com in mid October this year.

About 1/3 of the first 60 new products are sold online.

There are no plans to open a physical store yet, but consumers can.

Hill City's products are displayed in the 50 designated shops of the women's sports brand Athleta.

In terms of product design, Hill City is functional.

Mainly.

Highlighting the features of waterproofing, sweat absorption and elasticity, and adding details of hidden zipper pockets, elastic waistbands, etc. these special properties fabrics are made of sustainable regenerated fibers.

In terms of brand concept, Noah Palmer, general manager of Hill City, thinks that its appearance has made up for a gap in the men's wear market.

In the past two years, the market value of men's wear in the United States has increased by 6% per year, and now it is about 22 billion dollars.

As a result, this field is becoming increasingly crowded, and many brands are competing for survival.

For example, Brooks Brothers, Men 's Wearhouse, Jos. A. Bank and so on.

In April this year, Nordstrom and Saks Fifth Avenue of high-end department stores in America opened a Menswear store in Manhattan.

But Palmer says that people are no longer satisfied with a suit, they can only wear to exercise and work, and do not want to change clothes frequently for different occasions.

"Hill City is characterized by its versatile, high-performance and fashion conscious products. It allows men to go for an outing or eat.

Get it done. "

The name "Hill City" is also used to reflect the hilly topography of San Francisco.

The feeling of life and outdoor life juxtaposed.

The average price of Hill City is around 80 dollars (about 550 yuan), and 95% of the products are priced at 150 dollars (about 1000 yuan).

At Gap headquarters in San Francisco, a total of 18 employees are engaged in the design, marketing, creativity, photography, technical support and fabric research of Hill City.

This time, the Hill City has been launched for the past 12 years from the Gap group's last expansion of the brand matrix.

The last time it went back to 2006, the Gap group launched the light luxury brand Piperlime.

But the brand was closed in 2015.

In 2005, the brand Forth & Towne, which was launched for women over the age of 35, was also closed after 18 months of operation.

At present, the group has five brands: Gap, Banana Republic, Old Navy, Athleta and Intermix.

Among the many brands of Gap group, Old Navy, founded in 1993, has become the group's cash cow.

By the end of 2017, Old Navy has become one of the main brands promoting group sales growth.

Athleta, founded in 2008, is also doing well today.

In an interview with the women's wear daily, Palmer said that it was precisely because consumers were shopping at Athleta that they also wanted to select products for their husbands, boys and friends, which inspired the group's inspiration to create Hill City.

As for group head brand Gap, these two years have been struggling against the steep slope of how to improve their performance under the situation of being caught up by deputy cards.

"We hope to get Gap back on track soon," said Gap group president and CEO Art Peck, "Old Navy has resumed growth in less than two quarters."

This year, the Gap group plans to close 200 Gap and Banana Republic brand stores, accounting for 25% of the total number of stores, while adding Old Navy brand stores.