Executive Briefings

To Boost Gap in Sales, Retailer Relies in Part on Supply Chain

In its recent efforts to reclaim the envious spot in retail sales that it formerly had, Gap is not ignoring the role of the supply chain. In recent months, Gap has made many of the basic moves one would expect from an apparel chain that has grown too big and lost its way. It has nixed TV ads to reduce marketing costs and staked out the demographic middle, 25- to 35-year-olds, of course. But it also has whacked inventory by a third and cut from 12 to 9 months the time it takes to move clothes from concept to rack.
Source: Business Week, http://www.businessweek.com

In its recent efforts to reclaim the envious spot in retail sales that it formerly had, Gap is not ignoring the role of the supply chain. In recent months, Gap has made many of the basic moves one would expect from an apparel chain that has grown too big and lost its way. It has nixed TV ads to reduce marketing costs and staked out the demographic middle, 25- to 35-year-olds, of course. But it also has whacked inventory by a third and cut from 12 to 9 months the time it takes to move clothes from concept to rack.
Source: Business Week, http://www.businessweek.com