It´s no secret that the Gap has been struggling for a couple of years now, and even with its success with the Design Editions line, which featured some cute variations on the plain white shirt by Thakoon, Rodarte and doo.ri, they´re sales in April were still dreadful. I´m not surprised.
What does surprise me is that they keep doing the same old boring styles year after year, begging the question of how many gray crew-neck t-shirts can one person own? I don´t think I´ve been enticed to try anything on at the Gap in years, no matter how many celebs and models they get to hawk their blah colors and equally blah fashion POV.
The Gap used to do classic really well, but these days, J. Crew leaves them in the dust with their far more interesting vibrant colors and modern cuts. When I shop, I want pieces with edginess not faded navy blue hoodies or beige turtlenecks, year after year. As for basics, yeah, I want them, but I prefer the quality and cut of the likes of American Apparel to the much-to-be-desired quality that the Gap has been dealing lately. And this comes from a person who used to buy black Favorite Tees in bulk.
Who’s with me?
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