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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Matthew Carr
Hannah Shiga
Lola-Lou Torode
Imogen Williams
Xuehan Xu

Keywords

  • SUSTAINABILITY
  • RE-CONNECT
  • STREAMLINE

Summary

Despite its popularity in the 90s and 00s as a go-to brand for basics, GAP’s prominence started to dwindle from 2010 onwards in the UK. This is reflected by their operating loss of £67.62m, and the recent closure of all GAP UK stores (Timmins, 2021). GAP failed to adapt to the rapidly changing industry, being overtaken by fast-fashion retailers with stronger online presences. Consequently, GAP started to lose their brand identity and therefore need to reconnect with their consumer. A recent joint venture with Next Plc will allow GAP to focus on mitigating their pain points, whilst Next support their back-end logistics and boost their omni-channel presence.