Gap to follow web campaign with UK ecommerce site

High street retailer Gap is to launch an ecommerce site in the UK as it ramps up its digital presence.

Gap advert

The transactional site is part of a strategy by the clothing brand to embrace digital, following a deal with ASOS in August which saw the online retailer begin selling a selected range of Gap clothing.

The site launch will follow a string of digital campaigns which kick off this week with the clothing brand’s first UK campaign site.

The Gap 1969 integrated campaign celebrates the retailer’s 40th anniversary and features two temporary concept stores in London and Paris, which are open from 10 September for 19 days and 69 hours.

A supporting website developed by digital agency Five by Five, reflects the pop-up style of the concept stores by using a montage format that allows visitors who can’t visit the stores to learn more about Gap’s heritage and products.

The site features original Gap store photography in 3D, plus a Google Maps application directing consumers to their nearest store. It also features a range of exclusive clothes released around the anniversary.

The retailer is keen to build on the success of its transactional site in the US, launched in 1997, which posted online sales of $224m in the second quarter, up from $191m for the same period last year.

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