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Hit or Miss: Gap - 6/10

Westfield London, first floor, unit 20

Gap

Pros

Gap’s campaign imagery is always striking, and it is used to maximum effect to create a highly attractive shop front. As you would expect, there is a good selection of jeans and staff seem well trained in the different styles and fits. Denim quality feels equally as good here as at some of the premium stores and prices are significantly lower, with most pairs costing around £45. There is an emphasis on using quality material at Gap - almost everything is cotton rather than synthetic - and this is reflected in the slightly higher price points than its rivals’.

Cons

I was greeted by a huge Sale sign immediately inside the entrance and the majority of items in store have red Sale tags on them, which is rather off-putting. The store feels quite disorganised and the rails are packed, which makes it difficult to see many of the styles. Quality is good, but some of the more basic pieces, such as a plain cotton summer dress (£44.95),
are a little too simple to justify the price tags.

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