We went to Gap and saw changes the company is making to be cool again
One major change is that the denim selection was strong. Denim is crucial for Gap. "I said before and I’ll just reiterate, we are pretty confident that the denim cycle has hit bottom and it has been coming back over the last several months," CEO Art Peck said on a recent earnings call.
Denim is coming back which is a place that powers the brand and I believe we have really good product development in the pipeline," Peck said, "and those [denim and knits] are two big categories for the brand, so as be brand drivers for Gap.
![Denim is coming back which is a place that powers the brand and I believe we have really good product development in the pipeline," Peck said, "and those [denim and knits] are two big categories for the brand, so as be brand drivers for Gap.](https://staticbiassets.in/thumb/msid-48762184,width-700,height-525,imgsize-1536886/denim-is-coming-back-which-is-a-place-that-powers-the-brand-and-i-believe-we-have-really-good-product-development-in-the-pipeline-peck-said-and-those-denim-and-knits-are-two-big-categories-for-the-brand-so-as-be-brand-drivers-for-gap-.jpg)
The store was also selling denim jackets.
The company was definitely getting back to fall basics. We saw things like this earth-toned sweater that could be mixed and matched with other things.
But there was a huge sale section — a sign of too much inventory.
Gap is working on its supply chain. "So the story on supply chain is, as we've been telling it, that we're continuing to push on it on a number of the elements, on platform fabric which enables us to get back into season very quickly on some of the test and respond that we've been doing," Peck said.
But not all markdowns were so drastic.
Tops were also largely marked down. But Gap is aiming to re-charge its knits business. "Knit is a big category in women’s where we gave up market share. It is a niche cycle right now. It is an opportunity for us to get our share in more than our fair share," Peck said.
It looked like Gap was focusing on comfort with these dressed up sweatpants.
There were some misses that were certainly not everyday basics — like these cheetah print leather slip-ons.
"The team has been focused obviously on spring of 2016 and I’m confident that they have been doing the right work to get the business back on track as we get into next year," Peck said on the earnings call. We can assume these current changes are laying the foundation for Gap's massive turnaround.
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