The Gap by any other name…
Could this be the same retailer that dominated the ’90s with its basic, casual attire? Well, yeah. It was just a little too easy for competitors like Target and Costco to replicate (and discount) button-down shirts and blue jeans. The Gap’s first response was to try to jazz up its designs, but apparently only managed “to bore a lot of customers.” So, now the Gap is turning its attentions to its stores, and perhaps taking its cues from Starbucks.
This is an excerpt from Reveries Magazine’s article The Gap as Starbucks.
Apparently the Gap is making efforts to improve the customer experience at their stores. The efforts consist of staining their wood floors a darker and richer color, using softer spot lights instead of harsh fluorescents, colorful murals on walls, and a greater emphasis on employee training (how novel).
The effort is to be commended, but is the strategy to be encouraged?
its influences were collected via a photojournal created by Christopher Hufnagel, the Gap’s “vp of brand store experience” and a team of 20, who traveled the world “to go see what everyone else was doing and really experience a lot of different customer experiences — and not just retail.
That’s great, but what I would like to know is what it has to do with the Gap. Lately, I’ve been reading Douglas Rushkoff’s book Get Back in the Box. I hate referencing the book right now because I’m only about 3 chapters into it, but it has already given me plenty to ponder. A term I’ve read repeatedly in the book is “core competency.” Rushkoff continually drums home the point that too many companies have been caught up in the latest marketing fads and business crazes that they simply lose their identity and forget their core competency.
So, what is the Gap’s core competency?
From Gap’s own website:
Gap is about fresh, casual American style.
Since 1969, Gap has provided customers with clothing and accessories that enhance personal style while providing great value and service. With a focus on assortments for going to work, going out and the weekend, Gap offers a range of options from fashion apparel and accessories, to wardrobe staples such as denim, khakis and T-shirts for men and women. What began as one brand has grown to include Gap, GapKids, babyGap and GapBody.
By providing great style, value and service, Gap has become one of the world’s most recognized brands.
Fresh, casual American style. But, as you can see from this Business Week article covering the Gap’s spinoff brand, Forth and Towne, there’s a problem with that.
“You can get great-designed clothes at Target if you want,” says Gary Muto, president of the company’s new brand, called Forth & Towne.
And back to the Reveries’ article, this is the really scary quote for me concerning the Gap’s rebranding efforts:
… analyst Lauren Cooks Levitan suggests it can’t hurt: “A good store environment can’t overwhelm a weak product, but it can enhance decent product,”
Is that what the Gap is about? A “decent” product? I sure hope not, for their sake.
I don’t have all the answers. Honestly, I don’t know the Gap’s core competency. I don’t shop there. Maybe there are readers out there who can help out. What is the Gap’s core competency? A “Starbucks” customer experience? Fresh, casual American style?
Maybe they need to know it themselves.
Per Gap’s website “Gap is about fresh, casual American style” and that is their core competency.
It’s not about the color of the floors or store lighting. It’s about the clothes! Gap needs to not worry (as much) about what their store looks like and devote their resources to finding, developing and capitalizing on market trends.
I realize that this “trend” task is by no means easy but that is what made Gap successful and they’ll only remain successful by focusing on their core product. Once again…It’s about the clothes!
Regards,
Chief Show Officer
ShowOffCards.com
Isn’t it funny — Gap is in the fashion world, which we all want to believe is so image-driven, but they’re failing because they focus on their own image and not on what “American style” means, and how that meaning/look/spirit can change. First, Gap spent their energy signing so many random-seeming celebrities to be in their spots; with that fizzling, they now chase the “store experience” and their “Gap Lounge” idea. Neither of these pursuits have been tied effectively to “American Style.” (In fact, isn’t Joss Stone British?) If they had truly focused on style and fashion, could they have foreseen the trends that are now killing them — cheap, fun clothes at Target (no Lounge!) and high-dollar, must-have items like True Religion jeans (no TV campaign!)? I also wonder if they need a design perspective that is more exact than “American style” which is what everyone from Lauren to Hilfiger to Sears can lay claim to.
Office & Irene, I agree with everything you’ve said. Irene, you threw in some details my opinion was lacking. Great stuff! I’m no fashion expert. I still feel like I’m splurging when I buy Levi 550 jeans. Haven’t been able to convince myself that I can pull off wearing Lucky Brand Jeans.
I would like to say one thing though:
The changes the Gap has announced aren’t bad ideas. They just overlook a very important one… what they sell. The customer experience has to be about enhancing something more than just a ‘decent’ product. Otherwise, they should stop selling products altogether and just charge admission to the customer experience.
The gap is way too busy selling its “brand” to actually focus on the clothes. “Look at us! We’re GAP! Yay!”
Gap’s core competency used to be clothes. Now, it’s selling GAP. Bleh.
I actually like GAP store being minimalist and bright. That’s not the problem. (As long as I feel special buying their stuff, it doesn’t matter of the decor is North-African souk, Soho boutique, or 5th Avenue penthouse.) The problem is that the clothes are no longer relevant. They’re bland, and the selection is too limited. (Besides, I can get a great pair of identical khakis from Old Navy at a third of the price.)
If GAP starts giving me a reason to drop some greenbacks in their stores again, I will… as will the rest of their once enviable client base.
As a store designer, I understand the need to overhaul the design that the Gap currently has. I believe that the customer experience is crucial in bringing in customers especially now that intenet sales has risen.
The Gap has tried many different gimmicks like includung internet stations in thier stores, but was a complete failure because no one felt te need to use it in the store. It was mostly used for a rest area. I hope this new customer experience is something innovative enough to cause a draw.
But at the end of the day, it is the product variety, quality,fit and style that will bring the customers in.
Also a Store Planner, I agree with many of the above, the store experience is very important. However….. the experience is not only the store design, it is CUSTOMER SERVICE, and PRODUCT QUALITY. Also the company has to know who there target customer base is. So many companies toy with who they want as a customer. ( Yes we want everyone as a customer) That is not a reality, not even for Walmart.
How can you market, and design store experience without knowing who you are targeting? How can a store maximize the dollars per foot if there is poor customer service and poor product quality? It all works together for a Sucessful Retail Environment.