Pardon Gap's Dust

Gap's disappointing holiday sales results continue to feed the buzz that the once-trendsetting retailer has forgotten how to innovate. That may or may not be true. The proof, one way or the other, will be in their new store design concept, which has been launched in Colorado. The stores feature a conversation area with a sofa and coffee table and signs that are written in chalk on blackboards, and are being aggressively promoted as an "enhanced customer experience". In a few markets, and for a very short period of time, the company even ran an incredibly edgy and entertaining "Pardon Our Dust " TV ad directed by Spike Jonze. In the ad, total mayhem breaks out as a Gap store is demolished by everything from customers and employees to minivans, motocross racers and chainsaw-wielding madmen.

Although I haven't seen the Colorado stores, I will definitely plan to visit them when DDI holds its Executive Forum in Denver this fall. In the meantime, I'm reading descriptions that sound interesting. Gap's VP of brand store experience, Christopher Hufnagel, apparently led a team that spent more than a year traveling the world and gathering information on "what everyone else was doing..." In addition to darker woods, comfy leather sofas, etc., at least some of the stores will have their walls repainted on a seasonal basis. And, maybe best of all, they are putting much more emphasis on employee training.

On a recent visit to La Jolla, three of us heard that the Gap store there had been redesigned, so we went to take a look. Based on the descriptions I'm now reading, it's pretty clear that store was not part of this major redesign project...even though it apparently had just been redesigned. The trip was not in vain, though, because we headed down the street to Muttropolis, where we were delighted by the store's creative, pet-friendly design.

By the way, lest anyone write off Gap's efforts too quickly, or assume they've lost the ability to innovate, take a look at Forth & Towne, their new store format that targets older women. I wish them luck with this concept, which was as thoroughly researched at the new Gap store format, and responds to many of the frustrations women encounter far too often when shopping for clothes.

--Karen Schaffner

Related blog postings about The Gap:
http://experiences.typepad.com/experience_economy/2005/10/gaps_new_chain_.html
http://reveries.com/
http://www.thepeoplebrand.com/blog/
http://www.slate.com/id/2132600/

Comments

[jay carter harris]

I was a patron of the gap in the 90'S. I was even called GAP boy" by my girlfriend. The reason I was purchasing the generic clothing was for casual work wear. The style was timeless and functional.I am part of generation x the tatooed and misused age of north america.My occupation has changed and so have my clothing needs.Mark's work wearhouse has collected most of my clothing dollar with brands like carhart and dickies. Gap should reastablish itself back to practical clothing for comfortable work wear and not all that fad. research the socio-econimic profile of america consumer remember the majority are obese and have major body issues.I like gap and wish good fortune on a great company. P.S. the gap makes excellent clothes for kids

[Dave Pinter]

I've seen the prototype in Colorado and it is well executed. Visual merchandising plays a bigger role in this location beyond large graphics. I remember props relating to colors of the departments being used when I visited last fall. Overall it felt contemporary and still classic. I documented the most recent renovation here in NYC last fall for PSFK.com You can read a review and see some photo's here: http://www.psfk.com/2005/11/site_visit_gap_.html

[George Whalin]

Although they certainly need to update their stores, Gap's problems have little to do with store design. With same-store sales declining month after month and year after year they are offering merchandise that does not compel customers to buy. With merchandise that excites consumers Gap would once again be leading the pack not following.