Gap.inc Fashion Strategy by Charlie Daniels at Coroflot.com

Gap.inc Fashion Strategy

Gap.inc Fashion Strategy from Charlie Daniels

Gap.inc Fashion Strategy

Outdated and often uninspiring garment ranges has lead Gap to drop in market share in subsequent years. This key issue outlined the need for Gap to invest in a new range of clothing that would be fresh and exciting.

GAP feel strongly about Ethical Trading and Global Responsibility, however, these initiatives were not widely known to the average consumer and therein lied an opportunity for Gap to expand.

The Col collection, therefore, is our proposed new range of garments that I have designed exclusively for Gap, for Spring/Summer 2015. Col, or C.O.L stands for Circle of Life and this concept represents the recycled content that the garment will, in part, be made from.

The key idea behind introducing a sustainable collection means it will encourage true sustainability through not only recycled materials but also long-life clothing - and not a buy once, wear once throw-away ideology.

Womenswear Details: Enlarged Lapels, Folded and pleated fabric manipulations, distressed denims, high necks and embroidered yokes are key to this season's womenswear detailing.

Jumpers and knitwear: Curved and distorted hems, oversized silhouettes, slim-fit versus baggy jumpers; each in their own right remain an important commercial option for Gap.

Skirts and Dresses: Skirt styling is honed back for the season SS15 and attention is focused on colours, bold patterns and pleasing textures. This trend will provide Gap with their traditional basics collections whilst the bright pops of colour and pattern will add interest and fit in alongside more trend led pieces.

Trousers and Shorts: Narrow, tapered leg trousers in fruit pastel shades together with plain luxe fabric joggers and Bermuda shorts are forecasted for SS15’s trouser-trend. Washed denim is a key effect feature for the Bermuda short trend, and will work well with Gap’s denim collections.

Marketing strategy: Celebrity Endorsement Example - Jennifer Lawrence for Gap (Image Source: Vogue)

Key colours to feature in the COL Collection for Gap, for Spring Summer 2015:

Proposed New Range Plan

SS15 Season Overview: Individual Garment Components

Inspiration Behind The Col Collection Range: Sketchbook Research

The surrounding images show how the research carried out, and presented in sketchbook form, has influenced the Col Collection as designed for the new Gap range. Originating from forecasts for Spring/Summer 2015 presented by WGSN on their website, with the addition of further research from a range of different media, this process has led to the successful creation of a range which supplies Gap with a fresh and exciting collection, whilst remaining consistent with the wider brand identity. The range, exploring bright colours and patterns, is toned down by pale greys and whites to offer something for every consumer. Not every garment has been directly influenced by the forecasted trend, as some key pieces still need to work alongside other garments sold in Gap in order to retain existing customers. An important element to remember is that this range has been developed to cater for a younger consumer, however not with intention of isolating existing ones.