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The retailer plays it safe at the expense of trends, instead focusing on its denim expertise.

Product 6

GAP seems to be playing it safe again, with its clean and simple basics sure to appeal to its mainstream shopper, but trend direction is lacking. Knitwear looks good, from basic merino options to more on-trend chunky cable-knit styles. The store is pushing its denim offer, with skinny (including super-skinny, skinny, drop-crotch skinny and slim), straight, bootcut and classic fits all part of the 1969 range, which should appeal to a broad spectrum of shoppers.

Experience 6

From the outside it is difficult to see any product as the windows are obscured by massive signs declaring an “Up to 50% off” Sale. Inside, half of the narrow store is given over to the Sale, where rails are overstocked with product. The store makes the most of its slightly awkward shape with large floor-to-ceiling displays. Staff were friendly and helpful.

Value 7

Slim jeans from the 1969 collection are £69.95, which is more expensive than its mainstream competitors but worth it for the difference in quality. Chunky knitwear is £55.95 for lambswool and up to £99.95 for the softest cashmere, while a directional ombré knit is a winner at £39.95. An on-trend wool herringbone blazer with leather elbow patches is a reasonable £79.95 and a good padded gilet is only £55. An 80% wool db pea coat is a competitive £99.95, beating Marks and Spencer’s 70% wool option for £149.

Score 19

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