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Gap banks on its autumn range to rejuvenate sales

Gap previewed its autumn 09 collection in London this week, featuring a collection of classics with a twist which it hopes will reinvigorate falling sales.

The collection was designed by the US office and will replace European designed product in UK stores this autumn. Gap closed down its European design office last August.

The ranges represents a return to Gap’s roots and is the second autumn collection under Gap’s head of design, Patrick Robinson. Robinson, who attended the launch in London’s Covent Garden this week, concentrates on core classics with a twist.

The range includes signature gap styling such as layered knitwear, denim, leather jackets and t-shirts. Textured fabrics are key with brighter colours punctuating a core neutral pallet of darker blues, browns and greys.

The collection features textured sweaters inspired by hand-knitting, in soft neutral colours, layered to be worn in a relaxed and understated style. Soft ombre merino sweaters are layered and paired with tweeds.

Denim features a mix of shades, from chambray through to dark unwashed finishes. Silhouettes across the collection are inspired by more formal tailoring and tuxedo dressing. There are also pleat front pencil skirts, as well as pleat front, and ankle length schoolboy trousers.

Other key pieces are denim blazers, peacoats, shearling leather vests.

Core Gap product such as basic t-shirts also come in washed silk and in bright colours.

On menswear key pieces are leather jackets dark denim or more formal textured trousers and over-sized cable scarf.

The company is hoping that ranges will help restore sales at the casualwear business.

This month, Gap’s international like-for-like sales, which includes its UK sales, fell 6% for the four weeks to February 28.

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