Despite having lived in the USA for 8 years now, on any given day I am likely to be wearing something purchased on my last trip to Shanghai or Beijing. Quite frankly, the clothes in America are Really Really Boring. If I, as an American, find Gap clothes boring, what will the consumers who have grown up in a place like Shanghai think? Where’s the bling, the prints and colors, the fabrics that move, and patterns that pop?
Gap, here’s hoping your people on the ground see the markets in Shanghai and Beijing as a challenge to Gap’s design, branding, operations, and most of all, HR and organizational mettle. Because “cornerstone” sounds altogether too corporate a term to describe what will need to be an all out war for share in the world’s toughest fashion retail market.