Gap’s Life Goal Isn’t to Be Trendy

By
Photo: Bloomberg/Getty Images

Gap, Inc. (that's Gap, Banana Republic, Old Navy, Athleta, Piperlime, and the newly acquired Intermix) reported $364 in sales per square foot in 2012, a "strong performance" that WWD feels comfortable calling a turnaround — even if chairman and chief executive officer Glenn Murphy wouldn't utter the T-word at an investor meeting earlier this week. Murphy and Co. went over the company's plans for growth, which include: opening 75 units and setting up shop in Brazil; continuing its design partnerships (like Issa for Banana Republic) across the board; expanding Gap's "Be Bright" campaign; developing a long-term growth plan for Old Navy; putting a personal spin on its website experience and promotions; and shipping directly from stores. Steve Sunnucks, Gap's global president, was also on-hand to articulate the brand's mission: "[T]o be current, not trendy; classic but not conservative; youthful but not young; reliable but not predictable, and above all, authentically American." With liberty and justice for all.