Closing the age Gap

Apparently Gap is going back to basics… again. According to the NY Post, Gap is narrowing its focus to 24-to-34-year old shoppers, reversing earlier attempts to appeal to anyone and everyone.

I am forever reading about Gap’s rising/falling sales. What I want from Gap is the ULTIMATE basics. The timeless boy-cut chino – not the comedy-wide one they’ve done this season but a regular boy-cut, but scaled down for a 5’2″ woman. The perfect blazer cut to today’s proportions – slim on the shoulders and through the body, very plain that I can happily wear for the next 3 years. The wear-with-everything grey marl T-shirt without Lycra that won’t cling to the body but sits just so (see American Apparel Summer T-shirt for reference). The plainest white cotton shirt to wear with skirts or trousers that’s long enough to tuck in and thick enough not to show my underwear. Etc etc etc. And then they can throw in some great colours and accessories to zhuzh things up and keep the impulse buyers happy. It’s not about focussing on age, it’s about reliable design that you can depend on Gap for. What’s so difficult about that?