drag2share: This Chart Shows Gap’s Biggest Problem

source: http://feedproxy.google.com/~r/businessinsider/~3/oMj7PgQccbY/gap-shopping-brand-chart-2014-5

Gap’s business has been choppy for several years. 

Sales fell 5% in the first quarter because of declining mall traffic and fashion misses. 

Even a booming online business hasn’t been enough to stabilize sales at the brand. 

This chart by JPMorgan analysts Brian J. Tunick and Bilun Boyler illustrates why Gap has trouble being consistent. 

The chart shows where apparel retailers rank in terms of fashion and value.

gap chart fashion brands

In every category, Gap is simply average. 

The company isn’t the cheapest, like Old Navy and Uniqlo. It isn’t renowned for its basics like Everlane, or super-fashionable like Zara.

“Another ongoing concern around the Gap brand is where it fits in the fashion-value equation and who the core customer is, as the product and pricing for the brand has been inconsistent and confusing over the past decade,” the analysts write. 

Gap will have to work on defining its identity to get fickle shoppers in stores. 

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By: Dr. Augustine Fou Tuesday, May 13th, 2014 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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