Promotional activity helps value-for-money credibility but full-priced basics don’t cut it
Gap has turned preppy into a way of life. This means that basics abound and act as a foundation for the more fashionable pieces. Baby pink and light blue shirts - both with subtle stripes or checks - add some levity to the offer, while silk and cotton-mix sweaters in pale shades of blue, pink and cream are the must-have item. Also strong is the colour palette for the polos - royal, light blue and purple stand out - and the wide variety of shades for plain T-shirts.
This is a spacious store but even with windows at the front it still feels like a big white box with lots of bright lights. There is little light and shade which means the store is as unexciting as much of the product. Staff are eager to serve - helpfully guiding Drapers to a cotton blazer that was on a mannequin but not obviously on the shopfloor. And Drapers was advised that it was cheaper to buy a two-pack of white T-shirts than one.
An array of cotton/silk sweaters are £32.50 - which is pretty good value - and the promotional activity taking place means that the shirts all have 40% off and are reduced to £20. A navy cotton blazer with some structure is good value at only £49.50 though. But this has to be considered alongside chinos at £29.50 to £35 and hooded sweats at £32 to £45, which are less competitive compared with some of Gap’s rivals.