Cheap Old Navy Old Navy Brand Can'T Satisfy Consumers

The Gap Inc. (NYSE:GPS), the brand parent company, has also grown into the largest clothing Brand Company in the United States. The company also has a similar style, the cheaper Old Navy Navy brand.

By virtue of "ordinary", Gap Inc. cap rock group has become the world's largest garment group in the world at the beginning of this century, and the founder of Gap, Donald Fisher, and Doris F. Fisher, the three sons Robert J. Fisher, William, and wealth are still up to 60 billion dollars.

There is no doubt that at the end of the last century at the end of the rock and roll trade and the suit as a orthodox school, Gap's Cape's T-shirt and cowboy were the real rock and roll that were regarded as Cool. As the initial public was surprised at the appearance of the billionaire in Silicon Valley, as time went by, the pioneers were becoming the norm. Gap's "style" without style was abandoned by the new generation of consumers.

In addition to "style", Bridget Weishaar also said that with the emergence and growth of a large number of fast fashion models, Gap's products are actually saturated.

T-shirt, cowboy, the style that once swept the United States and influenced the world, made the American style brand without fashion to become the representative brand of the fashion industry. However, with the growth of the millennial generation and the arrival of the "15 second celebrities" technology and social media era, the once successful factors of "ordinary" and "basic funds" have become the "original sin" of the brand decline.

Of course, the decline of Gap Inc. Cape group is definitely not just for the above reasons. On Thursday, the four major brand websites of the company, Gap.com, OldNavy.com, BananaRepublic.com and Athleta.com, were all downtime, and the company said on the website that the website was upgraded.

In addition, the latest survey shows that Gap Inc. Cape group last month's New York warehouse fire was arson.

Today, however, the Gap Inc. Cape group has been completely surpassed by rival Industria de Dise o Textil (SA) (ITX.MC) Indo Textile Group, H&M H&M & amp; Hayne (Maurice) group, and the group of Maurice and de surpassed. In the year of 2005, the scale of the group and the Hayne group were less than half of them. When they became the world's first and second largest garment groups, the size of the group has shrunk. What's more, the overlord of the clothing industry has been floating and sinking for the past 10 years.

In September, 7 Japan Wednesday, the CEO of Gap Inc., "Arthur" Art "Peck" (Art Peck), once again criticized the "Gap" brand failed to keep up with the trend at the annual retail summit held by Goldman Sachs, Goldman Sachs.

Art Peck has been self reviewing and criticizing Gap cover in the interview and earnings analysts' conference call since he took over CEO in January February 2015. Even so, he also failed to make Gap's business resume, and its brand store sales continued to decline for nearly 20 months.

Art Peck said at a summit on Wednesday that consumers' consumption habits have changed, and they have no habit of filling wardrobe. Besides, prices have also caused extra pressure on consumers in the economic downturn.

At the same time, there is no special attention trend and the necessary fabrics and styles to attract consumers to buy the brand of the group they are in charge of.

At the end of the summit speech, he again expressed the need to rebuild the Gap store.

In addition to that, Art Peck also said at the summit on Wednesday that Gap may benefit from the closing of Macy's Inc. (NYSE:M) Messi store, because on the one hand, the rent can be reduced, and on the other hand, it can lose the volume of traffic to the group in charge of it.

This statement also shows that Art Peck has no confidence in Gap's future.

Gap became the object of imitation in the apparel industry after becoming a "national brand" in the United States. Its product strategy of "basic" and "ordinary" products was applied to American Apparel, Abercrombie & Fitch, A e ropostale, and the above brands were built on the basis of Gap gene.

American Apparel takes "made in America" as a gimmick, supplemented by strong sex suggestive advertising marketing; Abercrombie & Fitch, with its unique shop marketing strategy and store concept, has attracted a large number of young audiences trying to create "unruly" style, while the group's Abercrombie kids and Hollister strategy have almost copied Gap Kids and Old Navy strategy.

American Apparel,

The A three ropostale youth brand has not only eaten up the share of Gap Gapu, but also achieved great success before the financial crisis, after copying Gap style.

However, after the financial crisis, the common factor of Gap from the success to the degradation is the role of "ordinary" in the American Apparel, Abercrombie & Fitch, A e ropostale. Similarly, the three brands are falling rapidly together with Gap Gap, and now two have gone bankrupt, and the remaining Abercrombie and Fitch are also crumbling.

Abercrombie & Fitch has recorded a quarterly rebound after changing its marketing strategy.

But the latest quarterly report shows that the final problem is attributed to products.

In addition, the global economic downturn has made "ordinary" and "basic" clothing "guilty of crime" because consumers want to spend more money than ever before in a recession, instead of buying a ubiquitous basic fund and "exploding money", which is why the real big brands in recent years have hardly produced any "exploding money", whether they are clothing or handbags.

Here, we have to refer again to the iPhone sales and sales slump, which has already been doomed after the luxury mobile phone became an arcade.

As Gap's rival, H&M and Zara have grown rapidly in the past 10 years.

Among them, H&M has been widely concerned by cooperation with designer and luxury goods. The brand has been continuously in recent two years.

Publish.

As for Zara, it relies on its industry-leading fast fashion mode, small SKUs, fast rising, fast logistics and other tough infrastructure.

In addition, the Japanese brand Uniqlo UNIQLO, with its rapid expansion in the Chinese market, has become another leading brand in the fast fashion industry. The founder and CEO Tadashi Yanai Ryui Masa of the Uniqlo Fast Retailing Co. Ltd. (9983.T) fast marketing group was once admitted that the chief executive officer of Gap Inc., the former chief executive of the GAPP group, was the spiritual mentor. It was precisely when he saw that he led the company to the summit and started to build up a brand.

Morningstar analyst Bridget Weishaar said in an interview that "Gap" was a cheap and cool representative in that era, but now it is out of date.