An attractive knitwear offer, but innovation and a better full-price strategy is needed.
- 113 High Street
Product - 5
Lightweight and cable knits stand out among Gap’s full price, trend-led offer, including some cool neon jumpers. Autumn 12’s burgundy, seen on trousers, is tucked away at the back of the shop, behind Gap’s solid denim offer. Gap-logo hoodies (does anyone still buy these?) sit among casualwear, but most customers are rifling through the Sale rails.
Value - 6
A Sale of up to 50% off serves up long rails of brightly coloured vests, T-shirts and long-sleeved tops from £6.99 to £24.99. More attractive are the neon jumpers for £24.95 but sadly, I was alone in browsing the full-price table. Fine angora jumpers are worth the £39.95 tag and denim hover around the £45 mark. A duffle-cum-parka stands out at £89.95.
Experience - 5
Other than the small, full-price knitwear section at the front of the shop, there is little to inspire shoppers and entice them to make full-price purchases. There are plenty of basics on the Sale rails and enough cuts and washes on jeans, but Gap needs to excite its shoppers more, especially so early in the season. The massive Sale signs emblazoned on the windows obscure some product,giving the impression Gap is trading on price rather than strong product.