Every brand has a life-cycle, just like fashion trends in general, one day you’re hot, one day you’re not. Does it mean that you fall off the face of the (fashion) world when your star doesn’t shine as brightly as before? Absolutely not, especially when your brand is GAP and was the top staple of fashion for 30 years. It simply means you regroup, you refocus and you look at how you can reconnect with your customers again—past, present and future.
While Gap Inc. may have had declining sales figures for a while now, I’m really not ready to count the brand out. They recently began switching around management both at Gap and Old Navy and soon after, CEO Paul Pressler resigned. Is this a bad thing? Should we look at this as a knockdown for Gap? Actually, I think this is where the brand begins its new life. While the switch in management comes from within the organization itself and its chains, it still means you have people behind the brand that are passionate about it and hopefully a new CEO with a fashion background and ambitious nature to put Gap back on top.
I’m predicting that we will see a comeback for Gap this year. With a fresh perspective they’ll be able to make the brand better, reflect on their core principles that took them to the top in the first place, focus on brand development and eventually find a good publicist to get the message out loud and clear: Gap is back.
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