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GAP

A lack of new season product, with too many Sale items and poor PoS lets Gap down.

Product 5

New season product only makes up about 20% of the offer in this Gap store, with Sale stock prioritised, which is a shame. As such, few of the key trends are hit, with the most impressive product categories being denim, which comes in seven different fits, and knitwear, which includes an angora-mix cape cardigan with big chunky buttons and a long merino wool knit. There are one or two standout dresses, including a micro puppytooth shift with matching belt.

Experience 4

This store has a strange shopping layout, as  adult clothing is down in the basement, with kidswear and babywear at street level. The downstairs space is poorly utilised as well as being hidden away. Shoppers are faced with a wall of Sale product as they descend into the basement, with the new season pieces tucked away behind the staircase. There is plenty of PoS material for Gap’s 1969 range, but no explanation anywhere about why it’s called 1969.

Value 7

Prices come across as fairly cheap as there is so much Sale product, so it’s three for two on T-shirts, and jersey three-quarter length sleeved tops are just £9 with ribbed vests coming in at £8. Down-filled gilets are reduced from £45 to £30, which seems strange going into winter. A grey jersey dress has 40% off, yet the black version is selling at full price on the new season rails, which is a somewhat confusing proposition for shoppers.

score 16

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