Gap Inc. is strengthening its European sales strategy and announced two regional launches, including the move of its UK e-commerce business to the Next Total Platform and its standalone online store in France.
Gap said it would continue to drive growth in Europe and seize the opportunity to expand the brand’s reach to convey modern American style.
New strategy for Europe
Gap’s joint venture with UK retail giant Next and French company Hermione People and Brands in France shows the retailer relies on local expertise to reach new customers. Gap has had issues with its European stores in the past, as the company has been unable to meet customers’ needs for new and better-fitting core and denim collections.
In the UK, customers will have access to Gap’s full range with the added benefit of Next’s operational capabilities and customer service options offering a click and collect service, free returns to 450 Next UK stores, Next day home delivery for £4.50 and free next day delivery to Next or Gap stores.
The launch of the new website is the second phase of the joint venture between the two companies, following the opening of the first Gap-branded shop-in-shop in March in Next’s largest West End store on London’s Oxford Street.
In France, Hermione People and Brands offers an omnichannel offering to customers with the launch of their e-commerce channel, the first standalone Gap website in France.
“We are deeply committed to our customers in Europe and know this is a market with tremendous potential for our brand,” said Adrienne Gernand, Managing Director of International, Global Licensing and Wholesale at Gap Inc. “The growth that We unlock local partnerships with market-leading retailers such as Next Plc and Hermione People and Brands, not only allows us to connect with new and existing customers, but also to offer them personalized, service-oriented experiences Diversifying our business through Growth and optimization of sales channels is key to effectively meet the needs of our customers and to build and maintain their loyalty.”
What about the fashion of Gap?
In June 2021, Gap announced that it would close its UK stores and cease operations in France while reviewing its European business. While Gap has focused on new strategic partnerships that will support operations and customer service, the company has yet to unveil a product update that will delight and entice customers. Ultimately, it is the quality, desirability, and price of the products that make customers buy, not the free shipping. Gap’s partnership with Yeezy, artist Kanye West’s brand, has not been widely offered in Gap stores, meaning the company hasn’t been able to capitalize on the notoriety of this season’s Gap Yeezy Balenciaga collection its best-known collaborations to capitalize on.
This translated and edited post first appeared on FashionUnited.uk.