Launching of Gap 1969

I came across a new article in Women’s Wear Daily online, about Gap creating a new brand extension. In New York City and Dallas, Texas two new stores, called “Gap 1969” have opened in which the company is using as prototype stores for testing. Gap 1969 is a new line dedicated to premium denim jeans. Though the Gap name is included in it’s title, this new brand is going to have an image of all it’s own, separating it from the Gap look. A gigantic, 18-foot-high 1969 decal is found on the storefront window of their SoHo location, hoping to make the passer-bys curious to take a look inside. I do believe this is a very good move for the Gap Company.

The article also discusses downsizing some of its other brand extensions within the next five years, possibly cutting back on the retail locations that make the smallest amount of revenue. This new brand extension may be great success for them. Here, their developing awareness and image very quickly, by linking it with the Gap name. This also quickly promotes the brand extension and not a lot of additional media ads and marketing will need to be used. The Gap 1969 denim jeans start at $54.50 for men and $59.50 for women. I do hope consumers don’t think these jeans are the average Gap jean and become confused as to why they are priced so high. Hopefully Gap 1969 is able to clearly portray that this denim line is premium denim.