Saturday, October 23, 2010

The Gap; Fashion Forward or Just Basics?

Gap Spring 2011 collection (Photo: Ben Wright)
Patrick Robinson
The Gap recently revealed it's new global collection for Spring 2011.  Patrick Robinson is the man behind the Gap's creative front for the last few years.  With inspiration from Europe he's made it his focus to try and change the mind of Gap customers.  He wants to shift from the idea of The Gap being just about basics

Robinson, who is currently Gap Inc.’s Executive Vice President for global design said,
“My biggest hurdle has been to change the mind-set of the Gap customer in the U.S. who grew up with the brand and automatically thinks of basics. What I want to offer are interesting essentials;  fashion, excitement, newness. But the challenge is how quickly do you walk the traditional customer toward this, how do you push their minds in that direction?”

Even though the goal is to move into a more fashion forward direction, the collection still had its basic camels, nudes and crisp cotton blends.  It will be interesting to see when the line is revealed in stores next spring how customers respond to the slight changes.  This new line also features more sophisticated items with fluid fabrics, sleeveless denim tops, ruffles, flirty details, slouchy jackets and high-waisted trousers.  I'm sure this is just the beginning and Robinson's goal to move the company in a new direction will certainly have it's challenges.  As a global brand it is definitely a step in the right direction to capture a bigger consumer market than just that of the American consumer.

Ivy for Style & Culture

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