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Hit or Miss - GAP

The purveyor of all things preppy has lost its identity in the UK with menswear difficult to find in store.

  • 103-105 High Street

Product - 5

The problem the retailers further down the Hit or Miss rankings have with their product is that it hasn’t moved on, and Gap is the worst offender. American preppy has been its signature since it opened its first UK store in 1987 and it is still banging that drum. The resurgence of chinos should have seen it do well but these are too hidden - the only saving graces are the denim, small cord range and basic T-shirts, but frankly the collection of checked shirts, thin knits and dull jackets are generic at best.

Value - 6

Jeans are one of Gap’s key areas and overall the denim is OK quality, but at £32.95 to £49.95 are no more fashionable nor made from better denim than anywhere else. Basic T-shirts too are solid enough but the pricing structure is disjointed (a basic Oxford shirt is £30 while a denim shirt is £45 for example) while about 60% of the stock is either in a 30%-off Gap logo promotion or is on the up to 60%-off rail, placing marked-down checked shirts next to full-price checked shirts. All a bit confusing.

Experience - 6

Moving past the windows plastered with Sale and promotion decals, the sign indicating the men’s area is hidden by the staircase, making it almost impossible to find. Once downstairs the space feels tidy if sparse - the slightly awkward space does its best to hide the denim (a decent display) and the basic T-shirts, opting instead to thrust forth the Sale product before a disinterested assistant waved me towards the spacious fitting rooms.


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