Gap’s global strategy focuses on Asia and the omni-channel experience

By

Matthieu Guinebault

Published
Apr 23, 2013

The American clothing retailer has unveiled its five-year strategy. While pursuing expansion in Latin America, Gap Inc plans on closing in on untapped potential in Asian markets, preparing the launch of Old Navy, following Gap’s Asian success.

Old Navy will open a directly-operated store in China. From there, Gap Inc plan on launching its more affordable brand in Indonesia, Vietnam and Cambodia. Almost 85 stores are scheduled to open by the end of the year, ten of those being outlets. Should the mission prove to be successful, it could mean a possible Banana Republic launch in Asia in the near future.

“Over the next five years, key to our continued success will be pushing the envelope further to make shopping seamless to customers through our digital strategy,” said Gap chairman and CEO, Glenn Murphy.

In addition to increased focus on Asia, Gap Inc has said it will offer omni-channel shopping across the world. The group wants to become the industry-leading omni-channel platform for consumers as the retail landscape continues to merge online and brick-and-mortar shopping experiences. The objective is “to drive store traffic and conversion, while meeting the needs of customers who increasingly demand an integrated shopping experience.”

Gap Inc distributes its brands (Gap, Old Navy, Banana Republic, Piperlime and Atheleta) in 90 countries through a network of 3000 directly operated stores and 300 franchises. In 2012 the group reported turnover of 12 billion euros.