Gap’s pared down Americana looks more mature now when compared to the zesty Hollister. Its slogan T-shirts add colour to the subdued palette of nautical navy and white but add little in the way of edge. An intelligent spectrum of moss, sand and stone tones features on cargoes, checked shirts and plain knits and with laundered cotton shorts sat next to lightweight outerwear Gap looks transitional.
Consciously simple, the white box format looks bland when stood next to Westfield’s flagship offerings. It is spiced up a touch with a multi-coloured square design at the fascia and a huge hero on the back wall. Circular and semi-circular tables are rendered in faux pine and white
There is no formalwear at all in Gap and the casualwear looks geared to an older audience with a layered look in mind. There are heavy knits, fine knits, soft wovens in plains and sober checks. There is no formalwear at all, a corner devoted to black and white basic T-shirts and a significant jean wall, offering an alternative to the chins and cargoes. The store is merchandised by story but these are similar and each mixes-in pique polos with washed down T-shirts and shirts.
More of a value focus sees Gap tap pockets for a lighter load than previously. For £50, cotton blousons are a decent buy and for £35, the jeans are positively value-led. A graphic T-shirt with a geometric tonal design is £15. Slightly more pricey is the £50 shawl collar cardy and the £30 pin dot shirt.