World-renowned designer Stella McCartney has had a second successful run with Gap Kids, when debuting new apparel pieces. With the opening of Gap Kids doors on November 16, at its flagship Oxford Street store brought a long line of excited parents. The lines newest highlights included, a “Miller” (military) style jacket, Stella named the “Jacko” jacket, as well as adorable tulle ballerina skirts that sold out within a half hour from the store opening. Other coveted new pieces included a girl’s cashmere jumper dress and a boy’s cashmere jumper that slimmed down in a matter of no time as well. This is a very good example of both price skimming and market penetration. Stella McCartney is able to sell her high end designer label very effectively within the upper class, and at the same time offer very price friendly pieces within Gap Kids to the middle class consumer. The markets are target two distinctly different customers and price points, but she is still able to penetrate both markets quite effectively.
I think this partnership will be very beneficial for Gap Kids. Middle class shoppers will be excited about getting a designer name for an affordable price (just look at how successful this has been for Target). However, the upper class are also likely to purchase these items too. It's not like upper class shoppers don't like saving money. Although prices are catered more towards the middle class, upper class shoppers will no doubt be interested in the designer-label children's wear. By attracting the upper class to the stores, Gap will be reaching out to a totally new market. Smart move! I would love to see Stella McCartney do something for Women's Gap :)
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