Revival at the Gap

From a recent RetailWire comment about improved numbers at Gap Stores. It’s not just about the consumer’s willingness to spend (again) on apparel but on better execution and “lessons learned” at the company:

Consumers still need apparel…at some point discretionary purchases become necessities as styles change, kids grow and clothing wears out. So it was inevitable that the sharp dropoff in demand would start to correct itself, keeping in mind that the current comp sales still don’t return most retailers to pre-recession levels. Gap Stores, like many other retailers, has taken the opportunity provided by the slowdown to rethink many of its strategies, from marketing to value positioning. So the rebound happening at Gap isn’t just a macroeconomic trend but also reflects better execution.


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