A sea of Sale stock overshadows the little trend direction there is in this store.
Where to start? If there are any trend stories in this store, the customer has to look hard to find them - and past rails and rails of Sale stock at the front of the store. If they get that far, grape and grey jeans look good, as do slim-cut rolled-up chinos in muted tones. But you can get similar styles in the Sale section at 75% off. Gap’s only saving grace is that there is no nearby Uniqlo to offer top-quality basics and denim.
It was with some trepidation that Drapers entered this store, after seeing huge 75% off posters in place of any window display and customers disregarding items of clothing on the Sale rails. About two thirds of this messy store was on Sale, way more than any other retailer in Bath. But it was also one of the busiest stores Drapers visited. With little design differentiation between Sale and full-price merchandise, it’s hard to see if Gap is shifting last or current season stock.
With most of the stock on Sale, Gap offers some of the cheapest product in Bath. Jeans at £14.99 are cheaper than New Look’s at £21.99 and chinos are a mere £9.99. Polyester shirts may as well be given away at only £4.99. The grape-coloured jeans are £45.95, but it’s hard to see anyone buying them in a store full of Sale product. Full-price jeans range from £39.95 to £45.95.