Gap Store closing

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Why is this Gap store closing this location on May 24? My guess work went into first gear. It is on the ground floor of a very popular mall. It has been there for more than ten years, but something happened in 2022. Aritzia, another clothing store, moved from its location under the escalators and rented a space two doors down from Gap. In 2023, Lululemon took that space but I didn’t pay it any attention because it specializes in exercise gear. I opened my eyes wide just before Christmas, last year, because Zara took the lower floor of the bankrupt Sears.

I started doing the math because Aritzia, Gap and Zara are gunning for the same customers. Aritzia has more space and money. That’s why it opened a coffee shop for customers to rest their tired feet after spending all that money. Shopping is exhausting you know. Ha! Ha! I thought all was well with the three stores, only to see this closing sign today.

I chatted up one of the Gap sales reps. She said there was no explanation, just the May 24 directive. Gap has been there forever, in all parts of the world. Why are they closing a location with such high foot traffic? Merchandise and number of customers come to mind. The merchandise in all three stores is similar. They sell the same blue shirt because it is the fabric China currently produces and it makes clothes for all three stores.

How about customers? All three shops target the same number of customers. Is there a demand that can be spread evenly to all three? Are women still dressing up for the office, evening and party? Celebrities are forever coming up with clothing and make-up brands. Most of them fizzle and die within two years, unless your name is Rihanna. Is the market saturated? It must be, for a big player like Gap to throw in the towel.

Nonqaba waka Msimang

Blogger Without Borders

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