Hippie tribal GAP: Dominate world casual wear

Forty years ago, GAP was born in the United States. 40 years later, GAP continued to dominate the world. A "generation gap" with the symbol of the times has become the main axis of the development of a clothing brand.

GAP was born in the United States and became the fashion choice for young Americans. What GAP brings to people is a kind of casual temperament. It allows unrestrained young people to enjoy the natural and comfortable life. The brand history of the past 40 years has made GAP a representative of American costume culture. If you do not know about GAP, an international brand, hurry up for literacy soon!

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On one occasion, Don Fisher, the founder of GAP, chose jeans in a fashion store in California, but could not find a suitable one to choose from. Driven by this turmoil, Rafer Fisher and his wife Doris started selling fashion clothes and creating costumes on Ocean Avenue in San Francisco in the summer of 1969 shortly after the moon landing. This American historic brand - GAP.

The origin of the name GAP was derived from the English “generation gap” of the word “generation gap”. In the United States from the 1960s to the 1970s, due to the hippie wind caused by the anti-war, the generation gap between children and parents can be said to have reached the highest point ever since, so the origin of the GAP name has a strong Sense of the times. The first GAP store used jeans and tapes sold side by side, but the result was not ideal. Many people are interested only in audio tapes. As for jeans, due to wear resistance and durability, people will invariably choose Levi's, a famous cowboy brand tycoon. As a result, nearly 4 tons of GAP jeans can only be sold at the purchase price. Until the opening of GAP's second store, Dwight Fisher shifted its marketing focus to young people, emphasizing a younger shopping atmosphere. The products sold also expanded the scope of business, including round-neck T-shirts, short and slick cotton tops, and jeans. This brand-new sales method won the hearts of the American people. GAP soon became famous in the United States.

The starting point for the creation of the GAP brand is relatively independent of the concept and ideas of other brands. The starting point of GAP is simple. It is to use simple fashion clothes so that each young person can easily express his own unique ideas and ideas, and at the same time expose his personal unique essence. Of course, the natural nature of clothing also allows operators to pursue fashionable clothing, serve ceremonial customers, and find ways to build a clothing retail store that suits their ideal style.

GAP's most classic design is not the changing style of T-shirts, but the set-up of the GAP brand, the GAP1969 jeans series that suffered setbacks but flourished. It is also the most expensive series in GAP. The unconstrained feeling of GAP 1969 has become the target of the younger generation in the world.

GAP apparel, which is marked by affordable and simple casual wear, is deeply loved by the American public. On the holidays, GAP shops are always crowded. GAP clothing can represent the fashion, simplicity, generosity, and leisure of ordinary young Americans. It is worth mentioning is its trousers, simple style and popular details. And because of its regular promotions, you can buy good-quality trousers for a price of no more than $20, and a good-fabric T-shirt for a low price of about $10. This was deeply influenced by young people at the time. Student family love.

Brand development

GAP business expanded rapidly with young people. After a period of experience in clothing retail, in 1982, GAP also launched its own exclusive clothing brand, ending the 13-year-old clothing retail business, and began to enter another fashion stage, gradually establishing its own style. In the next two decades, the expansion of the GAP Group has been well-recognized. Its series of brands such as GAP, Gapkid, Old Navy and Banana Republic have been listed one after another. They have occupied the US casual brand market in the shortest period of time and have received overseas recognition.

GAP continues to acquire brands and expand the territory of the GAP tribe. In 1983, GAP acquired the Banana Republic. The Banana Republic brand was originally the name of a retail store that sells hunting-themed costumes. Its flagship style is more fashionable and elegant, and its price is higher than that of GAP, which strives for medium and low prices. Unlike the GAP Group's medium-to-low routes that use well-known popular brands, the Banana Republic is more avant-garde, and its design styles are more popular and novel.

The old American Navy brand was established in 1994 and is one of the later brands created by GAP. Its design style is different from GAP's low-key design and the Metropolitan style of the Republic of Banana. The old navy integrated the relaxed style of American favorite nature and sports and leisure into the design concept. Lively colors and bold designs soon penetrated into each American family and became the most popular and representative household name in the United States. Fashion National Brand."

In September 2004, the GAP Group launched the Forth & Towne brand for women aged over 35. This is also the fourth brand launched by the Group. Its launch is an important long-term development opportunity for GAP apparel. Forty & Towne CEO Gary Muto said: "We named the brand we founded as Forth & Towne because we want to evoke people's sense of place, that is, a unique shopping location. Forth & Forth in Towne refers to the brand as our fourth brand, and Towne conveys a sense of community, which is what we hope to bring to our customers when they buy our clothing.”

Today, GAP Group has become the largest clothing retail company in the United States and in the world, with 165,000 employees and more than 3,000 sales outlets in the world. In 2004, the sales revenue was 16.3 billion US dollars, which is the status in the US garment industry. It plays a major role in dominating the world of casual wear. It not only becomes a brand that leads American popular culture, but also slowly dominates American casual and popular fashion.

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