Last month, consumers on the bustling streets of Sao Paulo, Brazil were invited to take a break from their busy schedules and check out the latest addition to the country’s fashion scene – Gap.
We opened our first store in the country at the JK Iguatemi Shopping Mall in Sao Paulo, the largest city in Brazil with a metropolitan population approaching nearly 20 million.
Malls are a center of life for Brazilians. They contain all their favorite restaurants along with electronic stores, clothing shops and conveniences, like banks and ATMs. That’s why Gap opened its store on a busy weekday when consumers would already be arriving at the mall for a traditional feijoada lunch.
“I’m excited to finally be able to shop Gap in Brazil,” said one fashion blogger, who would often buy Gap clothes when she was abroad in Miami visiting family.
Some of Sao Paulo’s most fashionable citizens attended an American-themed pre-launch party, where they snacked on hot dogs and tacos on the mall roof top.
Also before opening day, the city buzzed with anticipation as stylish consumers were sought out and photographed wearing their favorite American style. The Gap team posted the shots across social media with the hashtag #gapbrasil and featured some of their favorite looks on the store displays leading up to launch day — this led to hundreds of images shared by attendees and come opening day, dozens of consumers were gathered at the front of the store looking for their selfies.
The excitement for Gap is just getting started in Brazil. We’re opening a second store in a different Sao Paulo mall later this month and expect to open stores in Rio de Janeiro by the end of the year.