Gap Group'S New CEO Will Force Women'S Clothing Business To Revitalize The Same Brand.

Gap group's brand of the same name is once again in trouble.

The company's chief executive said that a more inspirational series of women's clothing is the key to rejuvenate the chain store.

Last year,

Comparable sales fell by 5%, while the sales of its sister brand Banana Republic were flat during the same period, while the sales of parity brand Old Navy increased by 5%.

Gap is facing fierce competition from fast fashion companies such as H&M and UNIQLO. Meanwhile, basic clothing is becoming more and more popular.

In addition, Gap's clothing design is not good enough, and its brand appeal is not as good as before.

In order to regain its foothold, Gap recently cancelled the post of creative director, Rebecca Bei, a star design consultant.

Rebecca, who joined Gap only two years ago, has successfully launched H&M's high-end brand Cos.

Gap also hired a new brand president.

Last Thursday, Gap CEO Gap said that revitalization of the brand is a top priority, and that means focusing on women's clothing business.

Parker personally held the Gap brand a few years ago.

Last week, pike first attended the earnings call conference after being CEO of the company. He said: "first, we need to reinvigorate women's clothing business.

There is an aesthetic problem here. We are working hard to solve this problem as soon as possible. "

Earlier this month, Parker replaced Glen Murphy, who has been CEO for a long time.

"To achieve our expected performance, women's clothing must be fully opened."

Gap also announced last Thursday that it hired former L Brands executive Wen di Goldman as vice president of Gap product development and design.

Parker said the position was tailored for Goldman.

Pike said, though Gap's cowboy.

Slightly improved, but the brand's upper garment, especially knitted sweater, lacks fashion sense, and it neither fits nor looks good.

Speaking of Gap's female customers' lack of interest in existing products, Pike said, "they just don't blink at the present product."

The problem is that its spring and summer products are already in stock. Therefore, the company warned that the "slower Gap brand situation" will affect its profits in the new fiscal year.

In other respects, Gap can be seen as the initiator of its own problems.

In terms of speed up in the supply chain, Gap falls behind the sister brand, which makes it unable to react quickly to the hot or cold fashion trend, nor can it respond to H&M and UNIQLO's actions quickly.

Therefore, Parker will shorten Gap's product cycle as a priority and complement other changes, so that Gap can rapidly increase the output of hot products.

From February 2011 to November 2012, park served as president of Gap North America and its 700 stores.

He said his experience shows that Gap brand can make a comeback.

Gap has struggled for several years, and has closed 200 stores. But in 2013, he won great success with bright jeans and "fashion".

In fact, pike promised to introduce more color, print and pattern products later this year.

Gap can not afford to lose its brand name with its annual sales of up to $6 billion 200 million.

The Gap brand has contributed 38% of the company's sales, and the brand is expanding overseas.

Gap's men's wear,

And the performance of the Fit product line is good.

But the biggest product category of the brand is women's clothing.

This situation must be reversed.

Pike said, "I really hope Gap is not at the moment."