Where to begin about Gap... I think the basic problem is they've lost their way. In the mid-nineties they were on top of their game. They were known for their basics, and were doing a great job of infusing themselves into pop-culture. Fast forward ten years, and they've done everything wrong. They've lost their identity and can't seem to find a new one. It's not for lack of trying. They've attempted to make their line extremely fashion forward (early 2000's), tried a reversion to basics (2002ish), and most recently tried to mimic the successful items of their more youth-conscious compeditors. All of these attempts seem to have accomplished nothing but digging their hole deeper. Gap doesn't want to narrow their focus down to a narrow demographic as other equally priced retailers have done...whether or not this is a mistake is open to debate.
Walk into their stores today and you'll see faux-vintage tees and shirts with provocative words or phrases, both of which mimic successes of A&F, among others. But (IMO) the qualities that make these items successful with other retailers aren't there. Many of you have mentioned issues with their fits, (I wholeheartedly agree), which is hilarious because Gap has made a big deal more than once over the past several years of redesigned fits in jeans, button-ups, and other items. I continually wonder who they're "redesigning" for... cause it's not getting any better. I believe the problem is much more pronounced in the men's line, would you all agree? I think the failure in the women's line is more an issue of marketing than fits and designs.
Gap has recently made Colorado a test market, remodeling all of the stores in the state. Any other parts of the country experience this as well? The new stores feature a completely different design from the Gap Classic and Gap2K stores. The new stores attempt to make shopping more of an experience than a chore, both in product offering and experience. The cash wraps have Urban Outfitters-type offerings...amusing books, games, and misc items. The fitting rooms have chalkboards on each door, the customer's name is written on the outside of the door to put them on a first name basis with the sales associates. Bottled water is offered when the customer is given a fitting room. The rear of the store includes a seating area next to the fitting rooms which is very inviting and comfortable, with a variety of books and magazines on the tables. Smaller size runs are on the floor, which significantly changes the look of the store. Generally, it appears less cluttered. The colors used are primarily white, navy blue, and brown. Dark wood has replaced the signature lighter wood floors and furniture, and tables are more prevalent as opposed to rounders and credenzas. This is obviously a shift towards qualities of several compeditors. I would say first impressions were that the new stores don't look like a Gap, but maybe that isn't a bad thing. The new design is incredibly effective in creating a different and enjoyable shopping experience. Clearly the brand is stagnating, and a multi-pronged approach is necessary to revive its spirit. If Gap can come up with a strategy for refreshing their product designs and fits the way they've rethought their store design, they may yet again experience widespread success.
BTW, forgive me if this was too design-geek. Brand new member.
Cheers,
Jason
American Fit..... I don't get it though. It's not like most American are not that big and buff anyways, well, at least not the younger bunch. And when it make a size small why is the cut is so huge anyways? Is it designed for the short but big guys? (you gotta wonder why a mass-appeal company such as GAP would want to make all their size small only fit to such a little amount of the population 
) The same pretty much goes for other American brand such as A&F, AE etc, maybe to a lesser degree. I was so happy when they started having Zara in here. 
