GAP Is Experiencing Growing Pains And Facing Challenges.

Gap was once such a cool brand that even Sharon Stone wore the turtleneck sweater to attend the Oscar prize presentation ceremony.

But as more and more consumers turn to embrace cheaper, fast fashion brands, Gap has lost its status.

In the era of Instagram and fast changing fashion circles, brand design seems to be out of date.

We hope to rebuild the supply chain, adjust the market plan and recruit talents to catch the eyeballs of consumers again, and compete with competing products H&M, Zara and Forever 21.

In April, Fast Company reported that Peck was trying to focus on the development of mobile terminal shopping experience, though he realized that it would face great challenges.

He told Danielle Sacks: "I hope to develop a broad road that will enable all of our stores to successfully implement reform and development.

But I think it will be more difficult than I imagined.

Combining technology with technology is the key to attracting consumers. BFG CEO Kevin Meany, a consultancy, said: "in 70s, Gap was a must go shop.

For millennials, this is the place to buy things for their children. "

According to Goldman Sachs, the risk of planning a fashion trend ahead of schedule in a year is putting pressure on retailers such as Abercrombie &Fitch, Ann Taylor, American Eagle, etc.

If these retailers make a mistake in the fashion forecasting scheme, they will lose the whole market, which will seriously affect the brand income.

Gap is trying to get rid of these "mistakes" as soon as possible.

Gap President Jeff Kirwan is in this year.

"So what I mean is remodeling," he said at the meeting.

We have a seasonal line, but we now have a more perfect feedback mechanism.

And we have the ability to go back to the quicker way of working and get rid of products that are not fast enough to produce.

CEO Art Peck said at the earnings conference earlier this year: "so, as we mentioned before, we are continuing to carry out a lot of work. The promotion of fabric platform enables us to quickly test and research products for the season."

In Gap's brand Old Navy, a price of 35 dollars, known as "Pixies" pants, shows how companies adapt to the development of fast fashion market.

Phil Wahba reported in Fortune magazine: "Old Navy's goblin pants are the result of a brand new, faster and more flexible production mode.

Before large scale production, small batch products are first launched to test market demand, so that the relationship with suppliers is more closely than before, and can be adjusted and adapted according to market trend changes at any time through the storage of cloth inventory. "

This fast strategy may be the reason why Old Navy is catching up with Gap rapidly.

In 2014, brand revenue totaled $6 billion 200 million, making it the third largest clothing company in the world.

Peck mentioned Banana Republic in the previous performance conference call this year. "Old Navy is obviously better aware and executive in finding changes and actions in the industry trend, while Banana is in the middle and Gap is lagging behind," she said.