In another continent, across a very large ocean, in one of the biggest apparel markets on the planet, customers have spoken — they're hungry for iconic, classic American style.
Gap Inc. recently celebrated its fifth year in the Greater China region, which includes mainland China, Hong Kong and Taiwan. Between Gap, Gap Outlet and Old Navy, there are more than 140 stores in 40 cities across the region, making this the company's most significant growth market.
“We're very pleased with our continued steady growth in Greater China, which continues to be one of the most dynamic apparel markets in the world," said Abinta Malik, Senior Vice President and General Manager for Gap Inc. in Greater China. “Chinese customers have embraced Gap and Old Navy in a really impressive way, and our goal is to continue to offer great product and compelling shopping experiences for more customers across this region."
"Dynamic" is an understatement. Apparel reigns supreme, bringing together garment manufacturers, material-sourcing teams and designers from some of the biggest names in retail. From the customer's point of view, the Gap has carved a niche in a bustling Hong Kong business district, setting it apart in a sea of retailers and shop-savvy customers.
The first Gap stores opened in Shanghai and Beijing, as did a dedicated e-commerce site (www.gap.cn), in late 2010. The "Let's Gap Together" campaign, featuring celebrities from the U.S. and Asia, added star power to the launch. For the five-year anniversary, Gap revived the spirit of the campaign with the shots above — all of which demonstrate the brand's signature optimism and positivity.
Old Navy followed suit in March 2014, making its debut in Shanghai with its own e-commerce site (www.oldnavy.cn). Through its robust e-commerce channels, Gap Inc. reaches customers in every province and roughly 350 cities in China, Hong Kong and Taiwan.
“Our goal is to allow our customer to shop for what she wants, when she wants, where she wants and how she wants," Malik said.