Photo: Courtesy of Gap.
Gap has been pushing forward over the past year, carving a somewhat new, exciting identity while still preserving its position as the classic fashion destination we've always known and loved. And, the brand's latest steps change how we shop in a pretty big way. Instead of focusing solely on design — something Rebekka Bay has been killing over the last year — the company has introduced Reserve, a new, select-items-online, try-on (and hopefully shop) in-store program.
As WWD reports, the new initiative is part of Gap's efforts to resonate with its customers who are highly engaged online and in social media but, as CEO Glenn Murphy states, would still rather visit the store to make their purchases. Reserve lets us browse Gap online to our heart's content and then have a sales associate set aside the items we love at our local store until the following day. Unlike shopping online, this new program gives customers a chance to test-drive the products they're lusting after. "We’re in a tactile business where people want to try things on," says Art Peck, Gap's president of growth, who claims that Reserve will not only bring more people into the stores, but also create an experience unique to the brand. "They want to feel things. They want to know that it looks good. Reserve-in-store, depending upon the brand, is going to be a tremendous opportunity." (WWD)