Some people choose to travel on holiday, but also some people choose to go shopping. A variety of branded apparel consumer goods, often during the holiday discounts. Perhaps foreign brands in your eyes are high-end products, but like to open outlets in outlet outlets like GAP (Gap), in fact, the United States has always been to follow the high-end line of the popular brand. On the eve of National Day, located in Tianjin, discount boutique shopping mall - Florence town ushered in the newly opened GAP stores, an area of ​​up to 1,000 square meters above. In the eyes of many Chinese, GAP, like Zara and H & M, is a high-quality foreign brand, but you may not know that in the United States, GAP is a well-known mass brand. This casual wear company, born in 1969, is favored by the working-class in the United States. In the 1970s, she was known as the only money-making clothing store on talk shows. And at an Academy Award ceremony in the 1990s, when the famous movie star Sharon Stone said he was wearing GAP, journalists did not believe it because the brand was not upscale. GAP is one of the largest apparel companies in the United States. When the company was founded in 1969, there were only a handful of employees. And now, it has a multinational company with three brands, more than 4,200 chain stores, annual revenues of more than 13 billion U.S. dollars and 165,000 employees. Voice of the economy commentator Kit Jie recalled the US direct selling store buying experience, lamenting that the GAP is really not expensive. Condition Jie: The price is relatively modest, relatively speaking, cheaper than the brand name, it should be said that all ages, and now such a popular brand is very popular. However, GAP also went through some detours. When Fischer, the founders, launched the GAP brand initially, it was jeans and tapes that were going to be made. Later, in the market met the professional brand of jeans Levis, GAP lost to the opponent. Fisher finally decided to take the younger, the popular line, the sale of the goods include only clothing, such as round neck T-shirt, short and lean cotton tops, jeans, etc., plus the first to welcome consumers into the store to try on, GAP suddenly fire up. Cui Xinjian, a professor at the Central University of Finance and Economics, believes that adjusting market positioning is the key to GAP's success. Cui Xinjian: In addition to adding a round neck shirt denim, with the shirt later, in fact, it is more all-round leisure positioning. Positioning is not only the business itself to be clear what I do, more importantly, your information can be passed to consumers, consumers into your shop to see your product will think: This is what I need. GAP and McDonald's, in the shortest possible time to achieve the maximum expansion. American writer Luis Niveos wrote a book entitled "Look Inside and Outside the GAP" book, which analyzes the GAP profound. Nive wrote in the book: "What is the philosophy of GAP's expansion? That is to get together." Nive said: "In the early 1990s, apparel retailing began to become popular 'get together', that is, a brand In a place to open a lot of shops, shops and stores close to, as close to a commercial street may have as many as 4,5, so that will give their competitors a lot of pressure, when Your opponents are forced to shut down, you have a place. "Get together in the business center shop, GAP sales soared, the business booming, especially in some direct-selling hypermarkets, which is the so-called Outlets, business is booming fire. However, the sound of economic commentator Kit Jie Jie believes that under the impact of some new brands, GAP's young rivals are catching up. State Jie: Zara, H & M these came out, they are an impact on the GAP. One is slightly lower than the price of GAP, and the other is the fashion like Zara, H & M, their changes, a very fast new. In recent years, GAP gradually allowed to franchise expansion of specialty stores, but overall, GAP stores or directly-based stores. Cui Xinjian, a professor at the Central University of Finance and Economics, commented that the franchisee can expand rapidly while the direct-sales model helps promote its market position. Cui Xinjian: Now a lot of fast-selling products are also used direct sales stores, the advantage of direct sales stores is that it will be more single, to focus on the advantages of the brand, showing its personality, highlighting its fashion positioning, or product positioning. The functions of these positioning can be directly conveyed to the consumers through the direct sales stores, and even passed to the consumers through the style of service staffs or the characteristics of the services.
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