Reporter | Zhou Fangying
Editor | Building ooze
Inflict heavy losses on in new coronal epidemic situation of the whole world 2020, brand of numerous international quick style adjusted the plan that is in China.
Mango of brand of quick style of group of Inditex of Zara parent company, Spain cut or the plan that suspended inn of the door below the line, change the look to the line to go up.
Old Navy of the brand below banner of Gap of fast fashionable group also is in the United States market of China of the evacuate at the beginning of 2020, the brand says will dedicated develop at North America market. This to be being surmounted in last few years advocate brand Gap, leading a group whole is an a little accident ending the Old Navy of growth.
Soon, play the digitlization transition trend of retail trade for catalysis of epidemic situation of prep close behind, gap group took out a plan of 3 years of reform in October 2020, the commercial pattern transition that plans to issue door inn to be united in wedlock to electric business and blame bazaar line. Predict 2023, 80% battalion of company close come from mode of this one channel. In the meantime, the company before the bottom will shut GAP and Banana Republic brand 2023 in all inn of door of 30% North America.
However, with Gap group whole " thin body " what the plan is contrary to is, since 2020 second half of the year Gap was in China to add new gate store more, and give priority to with new a gleam of and second line city.
Comb the new store information that date of public of Gap small letter releases according to interfacial vogue, arrive from May 2020 in September, gap can open store of Home 1-2 new gate every months almost. And begin from November, gap accelerated rate of set up shop. November, Gap will open 5 new store each in December, arrive by January at the beginning of Feburary open 3 new store repeatedly, adscititious 1 door inn undertook enlarge inn upgrades.
According to gaining dealer network news, at present Gap brand is in Shanghai, Beijing, Shenzhen, Guangzhou, Taipei, Chengdu, Hangzhou, Nanjing, Xi'an, Wuhan, Chongqing, 3 inferior, the city of nearly 40 each lines such as hill of Fosan, elder brother and lake city opened store of nearly 220 doors, wait for tripartite platform to begin the professional work on the line through government-owned net and day cat.
Can infer, through Xiang Xinyi city of line, second line extends the network below the line, permeate 34 lines city stage by stage, gap expects to be able to strengthen a brand to feel in Chinese existence.
However, relatively at inchoate enter the competitor of the bureau, the development speed that Gap is in China and door inn strategy too too slow and conservative, break through hard receive narrow fast fashionable circuit ceaselessly.
China is entered at the beginning of 2010 oneself, gap had developed 10 years in China, ever still introduced during child brand Old Navy, but do not leave only to the Old Navy inside 6 years of time in China gave store of 10 much doors. On the whole, gap is in many 200 at most in door inn gross of China.
Current, the door inn amount that all brands below H&M of group of Swedish quick style and division of group of Inditex of Zara parent company are in China all is in Home 500-600. And library of garment of actor of brand of Japanese quick style already regarded China as his the mainest overseas market. Up to in August 2020, amount of inn of door of China of actor garment library achieves 767, 764 of the straight battalion inn that exceeds Japanese home first.
These a few fast fashionable brands were held early one, the core that main business encircles second line city, sink to small line city hard, search new outstanding achievement increment.
Spin shoe takes brand of dwell of fine of brand administration expert, Shanghai to manage limited company general manager when Cheng Weixiong ever was accepting interfacial vogue to interview, mention, although fast fashionable brand is in a few international,enter head of Chinese market the current situation very fierce, but when sinking to small line town from city of line of just a little, however because the price is inadequate low, product and brand differentiate degree not quite tall, cannot open a phase from beginning to end.
This grows the Gap of predicament to be faced with in city of line of just a little and character is not a good news.
Meanwhile, development of digitlization of Chinese market high-speed also lets " horse race encircles the ground " the mode of set up shop of type is regarded as successful stencil no longer. "Digitlization transition " , " the whole trench operation of the UniCom below the line on the line " made retail trade etc the new word art of successful Fan Shi.
This is meant besides quicken set up shop, gap needs to pay more hard to win customer.
Gap is not the change that did not realize China consumes the market. In recent years Gap as the competitor same, supplying catenary speed, shopping experience and sale shift to went up to make a lot of changes, but Gap the type on product strength is small make its stay in consumer heart hard from beginning to end have the place.
Mention Gap, the impression in most consumer brain is one imprints probably have greatly " Gap " the unlined upper garment connecting a cap of Logo.
Gap is on products plan style all the time advocate the type that hit the United States is recreational, design deflection foundation is daily, the product enclothed infant, adolescent to arrive dress of adult whole class.
But Chinese consumer has had too much choice on fundamental money. Besides have be in with China culture, aesthetic, even the respect such as consumer figure more the actor garment library of close, the brand of native land and recreational dress that also transition upgrades reachs the brand cleaning out a department that grows ceaselessly, what companion supplies catenary to go up in system capacity and technology as China is ceaseless upgrade, the maturity that these brands run a side to the brand from the design that choose a fund will be taller and taller.
In the meantime, as new generation the rise of young consumption group, what Gap faces is increasing yuan of consumption requirement that change, cannot reoccupy is same cover " green, recreational, comfortable " beautiful type style makes the world.
June 2020, kanye West of poineering home of Gap and wet card announces a partner of 10 years concerns, latter will be rolled out inside Gap brand as originality controller brand-new " YEEZY Gap product line " . This product line will in order to kiss civilian the price appears contemporary, delicate men's clothing, female outfit and childen's garments main fund product. In the meantime, both sides still will roll out product of YEEZY Gap cosignatory money, offer Gap door inn and digitlization channel sale. Whole product line predicts to appear on the market in Gap shop and Gap.com this year.
Can see, gap is trying to catch up with times, toward diversity transition. But, the Yeezy that succeeds with hungry sale whether in the put to good use on masses brand Gap same blackart is returned still not knowable.
