… the company itself is in dire straits. In November, Gap Inc. reported its worst quarterly results in three years. Analysts said it’s “time to get serious,” and that the numbers suggest “customer defections continue unabated.”
You can blame Gap’s clothes. (I know I don’t shop there anymore-none of their stuff appeals to me.) You can certainly blame the marketing. (Ad Age says Gap’s focus on celebrity endorsements has been a big failure. I’m not surprised, especially since they chose really lame celebrities. Lenny Kravitz? Joss Stone??) But Gap has taken out its frustrations on the floor plans.
I’d disagree that Gap’s demise can be pinned strictly on marketing. Couldn’t it be that people are sick and tired of trite colors, redundant styling and fit via CAD templates? With product development timelines stretching on 9 to 12 months in the future, how can push manufacturers continue to insist this is the way to meet customer needs? Ever focused on marketing to retain customers, Gap announces their new look via this video. While humorous, perhaps Gap would have been better served to wreck similar destruction on their product development department and manufacturing model.
To Gap I have one piece of advice: it’s time to go lean.