Connect with us


Can Undies Ease Wedgie in Gap Sales?

Gap Body concept may spread comfortably



While all eyes are on The Gap's lackluster sales (second-quarter earnings failed to meet already lowered expectations), the company may have a trick up its sleeve – or, make that under its jeans.

So far, the expansion of Gap Body — a retailer of underwear, loungewear and bath products — has been aggressive. Since its debut about a year and a-half ago, the total number of stores has grown to 28 units. Plans call for as many as 60 more units in malls by the end of this fiscal year.

Although comparisons can be drawn between Gap Body and another popular mall purveyor of intimate wear, Victoria's Secret, Gap Body carries items for both sexes. Gap Body describes itself as a more “casual alternative” to Victoria's very feminine shopping experience.

While other Gap Inc. retailers like Banana Republic and Old Navy have a decidedly different look from the Gap patriarch, Gap Body is more like GapKids and babyGap – almost indistinguishable from Gap stores in terms of ambience (lighting and fixturing, etc).

A Gap Body store opened last month in a Clearwater, Fla., mall, adjacent to The Gap. A section of the dividing wall was removed so patrons could move easily from one store to the other. Gap Body occupies about one-third of the stores'combined 11,000 square feet. The Gap side sported a new fixturing system, “concept 2000,” which replaces the stock room. Surplus stock is stored instead in movable fixtures attached to the stores outer walls. Four-foot-wide wall sections can be rolled sideways to access stock. The sales associates need never leave their customer to go searching in the back room.


The new fixtures are expected to be included in the more than 600 Gap stores opening this year.



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

Promoted Headlines





Most Popular