GAP Bottom Bottom Quick Sale Echelon System Is Low Cost Performance.

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In the Kingdom's struggle, even the eldest brother.

They have made arrangements in terms of cost performance and fashion, and GAP, which is increasingly lacking in design highlights and high priced, has been unable to catch up.

GAP group's latest report shows that the same store sales fell 1% in May, though small, but this is the 13 consecutive month of same store sales growth.

Data show that in May, GAP group earned $1 billion 250 million, an increase of 1.6% over the same period last year.

As of the first quarter of May 2nd, the group's income was 3 billion 657 million US dollars, down 3.1% compared to the same period last year. Net profit was 239 million US dollars, down 8.1% compared with the same period last year.

GAP brand has become a drag for the group. In the first quarter, GAP same store sales fell 10% year-on-year.

The Old Navy Old Navy brand of the group performance engine grew by 3% in the same quarter.

Its performance has been left behind by fast fashion brand clusters.

Japan high street brand

Sales in the same store grew by 12.3% in May; the ZARA group Inditex, the world's largest apparel retailing group, announced that its annual sales increased by 8.3% over the same period last March, while the second largest clothing retail group H&M increased 6% in the first quarter of 2015.

Analysts believe that the core consumer group of fast fashion brands is already dominated by "post-90s", which means that brand is the time to make new arrangements for brand positioning and cost performance.

At the end of last month, ZARA sold the best store in Xidan, which was rebuilt in the store. It will put the fashionable style of "90 after" consumers in a large part of the door, and add a complete set of collocation and glasses, bags and other accessories.

Before entering the white-collar stage, the former core consumer group "80 after", suitable for their ladies clothing is placed in the deepest position and the two layer.

UNIQLO launched a large-scale T-shirt series UT with cartoon and print design during the summer season, and offered a discount at a price of as little as 39-79 yuan.

H&M recently announced that it will release a limited series of collaboration with eleventh designers in the autumn and winter of November.

In the face of various attempts by competitors to increase selling points, GAP appears to be very poor.

Recently, however, GAP has been working with Birchbox, an American cosmetics supplier, to open cosmetics counters in 7 stores in the US, hoping to bring some surprises to consumers.

At the same time, the analysis pointed out that GAP may close some of the physical stores and increase the layout of e-commerce in the future.

It is understood that GAP clothing products from design to store cycle is 10 months, about ZARA and

3 times.

Its new CEO has said it will shorten the cycle to 30 weeks, but it will still be about two times as long as its competitors.

The new CEO admits that the main reason why GAP is unsalable is its unsightly style and lack of self-cultivation.

At present, from the Chinese market, the GAP group's competitive advantage is mostly in the promotional discount stores or its low price brand Old Navy, which has increased 93.5% in the Asia Pacific region in 2014.

However, the brand entered China only in March last year. From its high-level lineup, the Chinese market will be an important target for GAP to turn over by Old Navy.

Xiaobian thinks: if only from the "fast" aspect, GAP seems to have little relationship with fast fashion, especially in terms of style design. Compared with H&M and ZARA, it does not have any advantages, and the consumers seem to have little patience with GAP.

If we want to regroup the post-90s group, we may need to work hard in the "quick fix".