Gap is still trying revive its brand and turn its business around.One big initiative is to revamp its physical spaces and get people coming back into Gap’s stores, reports Stephanie Clifford at the New York Times.
Its test laboratory is at the Grove — an upscale mall in Los Angeles. The store wants to look nothing like the stereotypical Gap.
Here are some of the things its doing, according to the NYT:
- The store has cheerier surroundings because of natural light and brighter colours. This goes along with Gap’s new “Be Bright” ad campaign.
- The displays are different. It’s testing “window designs” throughout the store, hoping that it’s a better aesthetic.
- Gap is testing out dressing rooms in the centre of the store.
- It’s trying an on-site stylist to work with customers.
- All the little things are getting more attention, like the fixtures. Also, it’s making sure that the mannequins seem happier — with all their limbs intact.
NOW WATCH: Ideas videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.