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.

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