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GAP

Despite the narrow store, offers a good mix of denim and trend-led product.

Product 6

GAP is clearly pushing its denim expertise by highlighting its 1969 (the year Gap launched) jeans styles, including ‘always skinny’, and with ‘new fits’, such as a skinny bootcut. Autumn’s colour palette is represented on burgundy corduroy trousers, and orange and yellow T-shirts, while silhouettes are seen on slim-cut, cropped trousers, a polka-dot pleated skirt and wide-leg trousers.

Experience 6

This is a narrow store, but it makes up for the lack of width in height. Impressive campaign images cover the high walls, while a separate poster for the 1969 collection stands out: a list of the 1969 jeans silhouettes, pictures of Los Angeles (where Gap has its HQ) and images of sewing machines all strive to get the message of authenticity and quality across. Product categories and trends are clearly segmented.

Value 6

Jeans are more expensive here than at Gap’s mainstream rivals, but the quality of fabric, cut and fit justify this. The skinny bootcut jean in petrol blue or grey fits like a glove and is good value at £45.95. The always skinny style (rolled up) at £49.95 looks great teamed with a leather jacket at £229.95. Burgundy cords are £37.95, a denim dress is probably too much at £42.95 (it looked more summery than autumnal) and lightweight knits start at £39.95.

Score 18

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