02/02/2024 06:20:00 PM 
(2) 
(2) Listed below is a selection of the formidable output from the Influx team.
It's a wild mix of the predictable, the impractical and the crazy.
Enjoy!
1) BRING SEXY BACK:
The Gap should do several designer collaborations a la H&M, to return a little sexiness to the brand.
2) DARE TO BE GAP:
The Gap historically was a bit more daring in terms of offerings. The name of course is short for Generation Gap. Their business has grown so mass market now that spirit has vanished a bit. They should try and preserve their universal identity by trying to shift some of their customer base to more stable brands like Old Navy and Banana Republic and re-inject a little risk-taking to the Gap identity.
3) MAKE CLOTHES THAT FIT:
Make clothing that is tailored better. This is very very obvious, but too much of the Gap's clothing is tailored for big beefy Americans. The button down shirts for instance are simply not cut well for people without a beer gut. With the low-pricepoint being less of an enticement these days thanks to Old Navy pushing Gap upwards and competition from H&M, Mexx, Zara, and Uniqlo, fit becomes a very relevant issue for consumers. The Gap is so ubiquitous that perhaps its become a disincentive to shop there that you are buying into a very uniform look and the uniform doesn't even fit very well for many people.
4) CREATE GAP LIFESTYLE:
The Gap may be intended for everyone, but there is clearly a fun, playful, and hip attitude that is projected in the advertising. There is virtually no connection between this spirit and the store experience... The stores are generally very cluttered with merchandise, the displays are not terribly cool, the music is kinda staid... Going into a Gap store anywhere in the country should transport the consumer into that quirk-cool, well-soundtracked world from their ads. Right now, the Gap evokes visions of harried sales associates in baggy denim shirts, it should evoke more action and movement.
5) DONT BE CHEESY:
Never ever ever reuse "peace love and Gap" as a holiday tagline... That was appalling, especially delivered by a rapper with credibility like Common.
6) GREEN GAP:
Go green and socially responsible with 100% of the inventory and have social cause that each purchase donates to. Be the first big, mainstream retailer to do it. Wal-Mart has organic cotton, Levi's has an eco line...but what would happen if the whole business model and all the products shifted?
7) APPRENTICE GAP:
Give 10 stores to each of the top 5 business schools and have a turnaround competition. Everyone loves a good fight. Or, get Donald Trump to buy it for the ultimate real world
Apprentice challenge.
8) GO LOCAL:
Do what Starbucks has done for their individual coffee shops and let the store take on the flavor of the local city/community. Have local guest designers, local assortments, exclusives, etc. Make every Gap the Gap for just there. i.e. Gap Chicago, Gap Austin. So you get a different experience, each store you visit.
9) MAKE RED STAND FOR MORE:
Project Red is an awesome chance to have a beacon for the brand that is press worthy, ad worthy, socially worthy. And all they've made are ratty looking t-shirts, sweat shirts and a few sweaters. Red can be more. Should Gap give shirts one for one to Africa - you buy one, we send one? Should Gap open Red-only small stores in hip locations? Anyways, where are Red products made? Are they exploiting one part of the world to help another? You just get the feeling with all the (RED) shirts that it's a soul-less and superficial involvement. It could be more.
10) RETURN TO MUSIC ROOTS:
The Gap started in 1969 selling records and jeans? Music is one of the strongest cultural connection points any brand can have, Gap has a rightful place there and hasn't connected with it in forever. Partner with Apple/Virgin/Hear Music...start selling music again. Sponsor SXSW, Coachella, etc. in a BIG meaningful way. Or get bands/musicians to design some exclusive lines...this could be a new take on the fact that every brand and their mother is using guest designers.
10) PERSONALIZE SIZE, THEN FABRIC:
All of the clothes in the store are one color (and this color can change up throughout months, but lets say its black). Have a vast variety of styles, cuts, shapes, etc. Then once you find your right cut - then you can order any color, print, fabric online (even design your own print). This would bring millions of options. It would also remain with the idea of something for everyone - that it is now but in a very innovative way. (it could even go the point where Gap refuses to make two of any one piece of clothing).
11) WAL-MART APPROACH:
Be everything for everyone. Make Gap a one-stop shop for everything in your closet/bedroom. If they could carry clothes, shoes, shelving, makeup, room decor, underwear, outerwear, matresses, bed frames, bedside tables, storage boxes... they already have this feel but they haven't pushed it to the extreme.
12) BUY THE COOL, BUY THE BASICS:
Acquire small, cool brands to have in the store. Gap has always been about the basics. They could support their local designers and/or risky designers (the same way Urban Outfitters is a compilation of different brands) then they could match their basics with the risky.
13) IKEA-ESQUE APPROACH:
Design the store so it is an experience. Have one room of the store be the hippy-chill Anthropologie laid back look, one part be the preppy J Crew dress-code look, one section is the clubbing H&M/BeBe look... Like Ikea sets up the rooms... do the same for apparel.
14) ASK THE PEOPLE:
Everyone is aware that Gap is struggling. Make Gap completely transparent. Give the people the power. Ask them to give their opinions of solutions.
15) RETRO GAP:
Bring back all the old styles cuts, etc. it would be so cool if you could find a sweater that you wore in 5th grade. Bring back the good ole feeling that Gap used to have.
16) BOOMER GAP:
Boomers helped create you, now you can dress them as they age. Don't try to be all things to all people- focus on this 81 million strong demographic and do it well.
17) GAP VEND:
Gap branded vending machines in airports selling pre-packaged apparel solutions for business travelers
18) GAP AND ANOTHER:
Gap collaborates with other brands to create broader, more accessible and edited versions. Gap plays role of editor and everyday clothing expert. These are produced in strict limited editions to protect the integrity of the brand partners. Potential partners would include- Burton, Stussy, Supreme, Tretorn. Non-clothing partners, like Apple and Nokia, would also be considered.
19) MICRO GAP:
Tiny city center stores selling limited quantities of exclusive (limited edition), but inexpensive Gap merchandise.
20) GAP LAB:
Gap becomes a giant test lab for ideas about what people want to wear. It becomes an experience where people can collaborate with designers and where the designer's one-off ideas are sold. Factory and retailer come together and mass tailoring becomes a reality.
21) GAP YOU:
The problem with Gap is that it's one size fits all and it becomes a uniform for everyone and desirable for no one. What if Gap made clothes for you based on your personality, moods and goals? Your first trip would involve a consultation and suggestions and ideas would be made for clothing that would match your needs. As fashion and your needs changed, Gap would offer new suggestions and ideas, perhaps even from other retailers. In addition, using its massive database full of personal profiles, it could also provide a dating service, allowing it to move into a new line of business.
Great brainstorming.
I only wish they would implement even one of those ideas. More community involvement is a trend I would like to see grow across the board. Less globalization and therefore less isolation.
Posted by Tilly on 02/02/2024 11:11 PM
I only wish they would implement even one of those ideas. More community involvement is a trend I would like to see grow across the board. Less globalization and therefore less isolation.
Posted by Tilly on 02/02/2024 11:11 PM
It appears you don't have Flash installed.
You are insanely kind people. And Smart. Fair play. <br> <br>(and no, I'm not the brand manager of GAP!) <br> <br>