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Hit or miss: Gap - 6/10

  • 396 Oxford Street

GAP AW14 crop


A prominent display of mannequins shows off key styles at the front of the store, including pea coats, leather bomber jackets and skirt and jumper twin sets, which look quite directional for a mainstream shop and more like Zara’s offer level. It’s definitely one of the more enticing entrances for showcasing product to a mainstream customer with a more fashion-forward aesthetic.



Further into the store, the offer becomes a little boring. Uninspiring plain knits and jeans or chinos lack the interest of basics seen elsewhere, such as the colour range or embellishment of Next’s knits. Bold red signs above stands make items look on Sale when they aren’t and pricing is hard to gauge due to small labels, often hidden under the armpits of items. It’s a shame the store seems to lack confidence in its product, with a lot of autumn pieces on Sale already, including a jacket flagged up as a key item in a major women’s magazine the week before. Changing rooms are difficult to find, located at the very back through a small entrance.

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