Open another brand extension called Piperlime. Yeah, I mean, forget about the problems with the core brand and what its identity is, let’s reach out to the internet hipsters–that’s where the future is you know. Ok, it’s an earthy, cool looking little site, and it is ‘fresh’ yo. But is this what they need while Rome is burning? Have they given up and conceded the real world retail environment in favor of an online focus? Adding insult to injury, Sarah Jessica just stole the Gap’s look–and after they paid her all that endorsment money no less–then merged it with pricing at or below Old Navy’s. Yeah. Open a shoe store. That’s never been done before. Zappos.
Tags: Gap, Piperlime
1 comment:
What an odd idea for Gap.
First off, there's Zappos.com which pretty much has the online shoe market locked up.
Second, shoes always seemed like an odd thing to buy online. Fit varies so widely from shoe to shoe and well, if your t-shirt is a little big, you deal. If a shoe is a little big, we're talking blisters.
Finally, I found it interesting that they have "sneakers" listed as a separate category than "athletic shoes"
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