With new brands grabbing consumer dollars, The Gap continues to struggle

Will Cottingham | BUSINESS REPORTER

The Gap isn’t cool enough for Humber students, said Susan Roberton, fashion program co-ordinator.

The Gap has been struggling, announcing decreasing sales since 2004 and an imminent high management shuffle. Gap Inc. announced net sales of $2.34 billion over a five week period that ended with the close of 2006, which, when compared with the previous year’s figure of $2.44 billion, represents a loss of over four per cent.

Roberton said there will be a trickle-down effect that will hurt suppliers and may affect the number of new jobs in the industry.

“In the past, if you produced for the Gap you could go on to anything,” Roberton said. “But that is becoming less and less true.”

Roberton said the reason behind the Gap’s loss of sales was a drastic change in targeted shoppers.

“They have forced their customer base away,” Roberton said. “They have changed to go after a (younger) customer, but that demographic doesn’t want them.”

Jessica Maier, third-year business student, said the Gap feels like a store for older people.

“It seems like a middle-aged place,” Maier said. “There are just so many other places to go, such as Dynamite and Ricki’s.”

Cory Waterman, third-year business administration student, said the Gap has changed its image too drastically.

“The Gap used to be for preppy people,” Waterman said. “Now I don’t know who it’s for.  The novelty of the brand has warn off, and new brands, like Hollister, are taking its place.”