Blog: Leonie BarrieGap goes back to its denim roots

Leonie Barrie | 18 August 2009

A two-year turnaround at Gap Inc has come full-circle as the US retailer goes back to its roots as a jeans specialist and pins its hopes on a relaunched upmarket denim line to boost sales.

But will the new styling and better-fitting 1969 Premium Jeans be enough to lure back shoppers into its stores – and more importantly – part with their cash?

Analysts seem divided on the idea. While some see the move as a great way for Gap to snare customers who have been unable to afford to trade up to premium denim lines, others fear the retailer has missed the boat, with rivals like Levi Strauss already selling top-end lines.

But Gap will no doubt take comfort from research that suggests the premium jeans market is a bright spot in a low season, and that sales have continued to grow this year despite the downturn in consumer spending.

As NPD Group’s chief industry analyst Marshal Cohen points out: “With the newfound focus on fit by some of the commodity brands coupled with women’s never ending quest for the perfect pair of jeans, the passion for denim is alive and well.”

Gap, which has managed to boost margins by trimming costs and streamlining operations but still struggles to lift sales, must hope this quest will now include its stores too.

 


BLOG

A new re:source from just-style

Some of just-style’s more eagle-eyed readers might have noticed a small change to the menu bar on the homepage: the addition of the word re:source. Yes it might be a small change – but it marks the co...

BLOG

Trump's trade ramifications continue to unravel

Over the past week just-style has continued to try to unravel the potential ramifications of Donald Trump’s election as the next president of the United States....

BLOG

What's in store following Trump's election?

One event dominated the international airwaves last week, and on just-style too we took a closer look at the surprise election of Donald Trump as the 45th president of the United States....

BLOG

Political shadow over apparel supply chain

As the Brexit roller-coaster continues to twist and turn, and the US presidential election campaign nears its unpredictable and possibly protectionist end, there's no doubt these events – and the perc...

just-style homepage



Forgot your password?