ahmward wrote:
I don't think the GAP markets to anyone over 30.
They don't have to – we grew up with Gap. It was the "in" brand when I
was in high school and college. I don't need commercials to raise my
awareness & loyalty of the brand.
If a 30 plus year old
happens to wander into one of their stores it is not because the ads
were appealing to their age group.
I used to wander in because Children's Gap was right next door, and I
was buying cute little jean jackets for my toddlers. Now I wander in
there with my DD12 in tow. I think their styles are trendy enough for a
teen, but not so revealing like Limited Too (slutwear for preteens – my
DD is just modest enough she hates shopping there).
Frankly, I don't get why the Gap decided to name this new store
something other than Gap II or some other brand extension. Now they
have to spend tons of $ to build up a new brand name. They should've
realized they already have a very well established brand with this age
group, and just played off of it, the way they did with Gap Baby and
Children's Gap (hmm... maybe "Hip Boomer Gap"?). More economical
marketing that way. But then I'm in marketing, so I dwell on all this
stuff.
Talbots is very conservative in
style though more structured than Chicos or J Jill. I'm on the far
side
of 50 and Ralph Lauren has been my main man for years. I also buy a
lot
of Saks Real Clothes and Oscar. I have some items from Ann Taylor,
Ann
Taylor Loft, and Old Navy. My style guru, the 21 year old, will not
let
me wear loose fitting unstructured clothes because she says they make
me
look like I weigh more than I do. She is wise beyond her years.
She is very wise!
Last week's issue of Time had an article about female mid–life crisis.
It was an interesting article and mentioned the "Oprah" factor: women
of this age are undergoing makeovers in droves. Think about all the
t.v. shows about makeovers and style transformations right now, like
"WNTW" and that show "10 Years Younger." Many of the participants are
over 40. The baby boomers, as they age, have a lot of disposable income
and they are fast becoming the most fashionable and stylish mid–lifers
of any generation.
What is the common style advice, no matter what your body type?? No
matter how many figure flaws you want to hide?? It sure isn't "wear
more unstructured, baggy clothes"! Nope, it is "wear more *structured*
clothes (and pay attention to fit)."
If Gap thinks that they are fulfilling an unmet need in this market by
coming out with a line of unstructured, loose, long, flowy clothing
like J.Jill, or clothing that falls into only three sizes (small,
medium, large) because it's so unstructured like Chico's, they will be
DEAD wrong. Mark my words!!!
It is true we want comfort – comfortable fabrics, more forgiving
waistbands. But structured clothing is much more flattering, and it
doesn't have to be uncomfortable. Think "stretch" material. :–)
And if the strategy is to come out with clothing for more, ahem,
generous figures, like Lane Bryant, well, have you been in Lane Bryant?
I often go in there with some of my girlfriends who like that store.
The clothing is not unstructured. They aren't selling tent dresses at
all. The clothing is highly structured. Much more flattering to a
larger figure. (I even get jealous because my girlfriends look so darn
smashing).
Here is what I want from Gap, as a member of their target market:
– Same basic idea – clothes that are casual like khaki's and jeans and
tees – but with more forgiving waistbands and ample use of stretch
fabrics.
– A little more "work wear" items for business casual wear; but with
nicer, higher quality materials and construction (a lot of their work
wear items are made out of the cheapest fabrics like polyester and have
no linings). This, to me, is a major opportunity for line extension.
Skirts, dress pants, jackets, dresses, etc.
– Styles that are not quite so trendy and/or revealing (no ultra low
waists and sheer materials)
– Accessories like purses and shoes that don't look like something my
10 year old would wear (the Gap accessories are really cheesy if you
ask me). Unique jewelry, scarves, belts, to tie the look all together.
– More jackets with structure
– Greater attention to fit for this particular age group. A "formula"
for this age group that encompasses a wider range of body types with
figure flaws, but does so in structured styles not unstructured. Maybe
something like how lots of stores now have three styles of pants – high
waisted, just below the waist, low waisted – except perhaps more like:
a style for those of us who have thick waists from having babies; a
style for those of us who are more hippy and pear shaped; etc. But give
them catchier, nicer names than "apple" "pear." hee hee.
jen