Gap Takes Denim Reinvention Even Further for Fall!

August 3, 2010 • Shopping


Gap has been taking their time this past year to get back to their core focus, denim, and amp it up to hold its own in the premium market. So far it seems to be working, since reps for the company state Gap denim is tracking better this year despite increased competition from Abercrombie & Fitch, Aéropostale, Buckle, Forever 21, J. Crew, American Eagle and other retailers.

But the company doesn't' plan to lose momentum yet. Gap has recently announced plans to experiment with even more new fabrics, finishes and other innovations for the seasons ahead and is considering marketing some of the more forward items at higher prices as it continues to establish itself as a higher end denim brand. The plan centers on selling in-depth jeans, priced $59.50 to $79, all under the Gap 1969 Premium Jeans label, to compete with premium jeans priced elsewhere at more than $100. “We are very pleased with what we did in boot cuts, straight-leg jeans, skinny jeans and authentics. Now the big opportunity is with constant innovation from a fashion perspective,” said Marka Hansen, president of Gap North America.

The 1969 Premium Jeans collection launched last August, when Gap revamped the fits, fabrics, washes and technical details. The collection has been expanded to babyGap, GapKids and GapMaternity. Now a year later, the company is now pushing its strides further by opening a 1969 creative design office in Los Angeles — a first for the company. The chain also added the fall 1969 jeans collection to 1,000-plus Gap stores in North America and launched, a Web site with designers, fashion experts and musicians discussing denim styles and tips on how to wear them.

So for all you denim divas, keep an eye out for more color in the 1969 assortment, as well as flair jeans and a black denim campaign in October. Other new additions will reportedly include sportswear in denim fabrications, and an increased offering of feminine tops to complement the denim. To celebrate this new chapter in the store's history, on Thursday, Gap stores will show a preview of “Blue Gold: The Story of American Jeans,” a documentary that includes Gap’s founding family, the Fishers and Patrick Robinson, executive vice president of global design.

Check out Gap's fall 1969 denim styles and shop the entire fall collection here!

Article Source: WWD

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-Alia Rajput

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