Gap set for further brand review

US-based clothes retailer Gap admits its attempts to re-energise the brand have failed and says it will review its Gap and Old Navy brand strategies…

GapUS-based clothes retailer Gap has admitted its attempts to re-energise the brand have failed after a two-year-long revamp.

It has said it will review its Gap and Old Navy clothing brands after announcing that total sales for December stood at $2.34bn (£1.2bn), with a fall of 9% in like-for-like sales over the Christmas period in the US. In markets outside the US, sales fell 8%, while the UK, its biggest European market, fared worst.

The retailer says it is to review the brands, the marketing strategies and their products, following criticisms that consumers were confused as to the retailer’s style, as it moved from casual denims to trendy fashions.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here