In the heart of Central District, a few blocks away from a metro stop, Gap's Hong Kong flagship store at 31 Queen's Road rises two stories from the street in this vibrant business hub. Its eye-catching video displays beckon, showcasing American style that stands out against a sea of retailers.
Whether shoppers are looking for their new favorite jeans, building up their T-shirt staples or holding tightly to the last blush of summer, Gap's signature, effortless cool has carved a niche with the consumers of Asia.
One shopper, Pan, and his girlfriend walked into the store on a shopping mission. Pan had his eye on some of the Gap's standout men's T-shirts and polos, and also gravitated toward a rack of collared 1969 southwestern shirts in blue — his favorite color to wear, next to purple.
“My style is a more creative style. I like to be new," explained Pan, clad in a navy polo and a studded leather backpack, worn around his stomach. “I like to mix things to be more creative."
More than one customer entered the Hong Kong store with American style in mind, admiring the unique details, materials and designs. One customer, who didn't wish to be named, zeroed in on the stitching on three-quarter sleeve embroidered top, as well as the variety of casual options — white blouses, knitwear and shorts for the summertime.
Outside of the temperature-controlled store, a second-story video screen projects footage to passersby on the street below. There's footage of models walking the runway in Gap clothes and scenes from Gap's latest marketing campaigns. On this day, video of young girls happily, fearlessly riding their skateboards — marketing material from GapKids x ED, the brand's girl-power-focused collaboration with comedian and TV host Ellen DeGeneres — beams from the tower.
“I like the material, the way the clothing feels. The design — the patterns — are also nice," one mother said.
Although it was early in September, Hong Kong is a very humid 85 degrees Fahrenheit. Shoppers move quickly down the street between air-conditioned stops, some clutching handheld fans. Though Fall is just around the corner, the warm weather dictates what many — including Gap customer, Becky — are still hunting for: dresses and shorts.
“I like jeans — the skinny ones and leggings — in light colors. I like wearing them with T-shirts and short sleeves," she said. “I like simple styles, which are also more comfortable."