Gap Falls Into Itself

We all knew it was going to happen, it was just a question of when. When would The Gap finally surrender and stop fighting the good fight? Okay, so they haven’t surrendered completely, but hiring Goldman Sachs to investigate “strategic alternatives” is a pretty strong indication that they’re running up the white flag.

I’ve had a closer-than-usual eye on The Gap lately as I had a few interviews with them over the past Fall. When you work in fashion in San Francisco , you pretty much need to explore the options at The Gap, otherwise it would be like trying to drive from Oklahoma to Mexico without going through Texas . I was interviewing with a very strategic group over there, and while I don’t want to make any blanket statements, if that department’s professionalism is any indication of the whole, well… But I’ll leave that out.

Like any conscientious job candidate, I did my research. I read the latest financials, watched the ads, assessed the merchandising online and in stores, and formed some ideas. At this time, the Audrey Hepburn “Skinny Black Jean” advertisement was everywhere, and I thought the ad spot was going to be the beginning of Gap’s resurgence. Mea Culpa. I thought the ad was a great mix of two classics: Audrey in Funny Face, with AC/DC rock – totally along the lines of the best Gap media from yesteryear. (Remember those print ads with “Miles Davis Wore Khakis”? I collected every one.) The spot was fun, lively, and modern. Then, I thought about it some more and realized: none of their product is even being shown. How can a company advertise and not show its own product?

In one of my interviews I was asked: “So what do you think of the Audrey advertisement?” I talked a pretty good talk in return, I have to say. Words like “clever” “modern mix” “classic” and “appealing” escaped my lips. But I realized that I was being asked this question because the person asking me didn’t have any clue either.

A few months later, another totally clueless Gap ad spot hit the airwaves with “Peace Love and Gap” for Christmas. A disco-soul train styled hip-hop groove featuring Common, and a palette of white, beige, and gold. I didn’t know what to think when I saw this. I like Common, find his music to be smart and edgy in a genre that’s getting silly and dull, but what is he doing in a holiday Gap ad?

When I went to the store, the windows were done up in the same styles as the ad featured, but upon entering the store I found that the coolest pieces from the merchandising display were no where to be found on the sales floor. There was a neat skinny scarf with beige and gold lurex that I thought would be fun, but past the mannequin I was at a complete loss to find it. The sales floor was filled with, well, filler…heaps of chinos and sweaters of a non-descript variety. The associates weren’t much help either: they shout their greeting at you so loudly it’s no wonder you immediately want to leave the premises. The stores are uncomfortable, confusing, and while the windows cleverly lure you inside, the very things you want aren’t even there.

I remember when all me or my friends ever wore was clothing from The Gap. It was what the “cool kids” wore on free dress days at school, and this kept right on rolling through college. Then, mysteriously, The Gap totally fell out of favor, and out of my wardrobe entirely. I found that the jeans ripped to pieces after only a few months, the dye lots faded (Gap “black” is infamous for turning green pretty quickly,) and those cute little details would fall right off. What’s the point of spending the money? I guess I wasn’t the only one who felt this way.

The Chronicle has a great article on the history of the brand and its many manifestations since the golden age between 1985 and 1995 – the Drexler years. It will be interesting to see what happens to the retail behemoth in the coming year, but who’s surprised? You can tell a lot about a company by it’s unfortunate ad campaigns and poor merchandising. Peace, Love and Gap? Ask not for whom the bell tolls…

The Gap Store at Powell & Market 

Comments

[Genevieve]

GAP's time has passed, sadly. It's a sad thing when you head to the GAP for the undies and consignment shops don't take your GAP giveaways. They're trying now it seems, but like the Chron article says, they might be too late. Sigh.