This is Rebekka Bay's first season as creative director of Gap and she has focused on going back to the company's roots and highlighting basics. Most of the editorial and financial communities are very positive about the direction being charted by the H&M veteran. As a shopper, we aren't convinced.
Sure, we all need great jeans and tees but there's no shortage of places to buy these core items. Those shopping for basics are generally looking for two things: quality and value.
Gap is very good at offering value but over the years the quality has been inconsistent. Jeans stretch out too fast, sweaters lose their shape and tees just don't hold up. When a customer shops at Gap, they know their purchases are unlikely to last past that season.
The other problem is that marketing basics as they were done in the 1980s is not very exciting. Does the above ad make you crave a cozy tee and slouchy jeans? It's just boring. Vanilla. You know, the type without fresh Madagascar vanilla beans. In order to keep shoppers coming back, you need to catch their eye. Where is the buttery leather moto jacket that's also affordable? How about letterman sweaters instead of ill fitting blazers? What about a spring coat that's not a trench?
We think it's great to capture the heritage of Gap but the retail landscape has way too many competitors. Gap can't just depend on basics to entice shoppers. The company needs to continue with offering great value, improve the quality of their merchandise and offer the season's top trends.
For now, you can grab your basics at 40% off using the code SAVE40. The friends and family sale runs through Sunday, March 16. Let us know what you think about the new creative direction in the comment section.