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Gap broadens offer with trend-led styles

US casualwear giant Gap has injected directional fashion trends such as 1970s-inspired trousers and blouses and high-waisted jeans into its spring 11 womenswear collection in an attempt to service its customers beyond the wardrobe basics for which it is known.

The collection features taupe leather jackets, high-waisted jeans in cornflower blue-coloured denim, indigo denim bell-bottoms, silk harem pants, fashion-forward blouses and soft tailoring.

Speaking at the preview of the range, which was held in London last week, executive vice-president of design Patrick Robinson said he wanted to “make the offer work 24/7”, so Gap could provide a wardrobe of outfits for all occasions for its female customers.

He said: “In the US, Gap is 41 years old and customers have grown up with the brand. It’s where they go for basics. We’ve expanded [the collection] for seven days a week. You want to wear jeans to work, but you also want to feel sexy for your lover.”

Robinson added: “The blouse will be huge for spring 11. The blazer is like the new cardigan and they [blazers] will be huge [for spring 11]. They are sexy and cool and mark an evolution of the cardigan into soft tailoring.”

Separately, Stephen Sunnucks, Gap’s president of Europe and international strategic alliances, said the controversy surrounding the testing of a new logo earlier this month had been a “positive” process, which had allowed the retailer to re-engage with its customers. Gap was vilified by customers on social networking sites for abandoning its iconic white lettering on a square navy background in favour of a simple black and white logo, which was likened to that of an IT firm. It has since reverted back to its original logo and admitted the changeover had not been handled well.

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