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10 facts about the gap to the 50th anniversary

On August 21, 1969, real estate developer and entrepreneur Donald Fisher and his wife Doris raised $ 63,000 and opened the first The Gap store in San Francisco. The name was short for "Generation Gap," which was a better name than Don wanted to call it: Pants and Discs. What began as a shop selling jeans and vinyl records eventually spread to 3,594 worldwide locations in 43 countries. For the 50th anniversary of The Gap you will find 10 fashionable facts about the cult label.

. 1 Don Fisher started the gap because he could not find a pair of jeans that suited him.

Forty-year-old Don Fisher started renovating hotels and bought the Capitol Park Hotel in Sacramento. There, he rented exhibit space to jeans retailer Levi Strauss and Co. "When Mr. Fisher tried to buy a pair there, he did not find a pair with a 31

-inch stride" The New York Times wrote. "He could still find a pair of that size in department stores in San Francisco, the Levi's with 30-inch and 32-inch crotch seams, but not stocked with 31."

He suggested Levi's to open a place where customers could shop all sizes in a store, sort of a one-stop shop. The fishermen had never worked in the clothing industry, but used one of their shop fronts to open The Gap's first location. In five years, the gambit has paid off – the turnover was around 97 million US dollars. In 1975, Don The San Francisco Chronicle explained his simple saying about selling jeans: "People wear pants and they will continue to wear pants."

. 2 In 1972 THE FIShers LAUNCHED YOUR OWN jeans label.

Initially, The Gap sold Levi's and up to 15 national brands. Three years later, the Fishers introduced the brand The Gap for jeans, T-shirts and sweatshirts and let the other brands run out. In 1991, Don Fisher claimed that the label was the second most sold brand for American clothing after Levi's.

3 The fishermen have introduced some rules in The Gap.

Stores quickly replaced stocks and kept prices affordable. They kept bestsellers on shelves until they stopped selling instead of replacing popular items with the latest ones. And they each had some clothing styles and styles in stock and offered them in different colors and sizes.

. 4 THE GAP started with QUIRKY ADS.

To attract attention, The Gap placed eye-catching ads in local newspapers. An early print ad was "Levi & # 39; s for cats and chicks!", Accompanied by an "annoying pencil drawing of a bird and a cat wearing trousers". The San Francisco Chronicle reported. The company sparked fierce controversy in 1975 when it posted a flashy ad titled "The Gap is Open". Fisher was satisfied with the resulting tumult. "We still operate it wherever we can," Fisher said The Chronicle . "Sometimes it takes two or three days for the newspaper to get too many phone calls from readers."

5. In the 1980s, The GAP got away with "ugly" clothes.

In 1983, Mickey Drexler joined the team as president. Over the next few years, he transformed the brand from teenage catering into a garment product for every population group. (During his 20-year tenure, he increased sales from $ 480 million to $ 13.6 billion.) He was also blamed for renovating the stores by eliminating orange walls and replacing shelves with shelves in subdued light.

In 1987 he developed separate collections for men and women and doubled the number of styles for women. "What worried me more," Drexler said in the New York Times in 1991, "was that the taste level of the merchandise was just plain ugly." The stuff was trendy but not tasteful and the quality was not what I wanted. The problem was that we ran a margin-driven business based on price. This had no real, bright future. "The changes resulted in a fourfold turnover.

. 6 When they did not monitor the gap, THE FISCHER bought MANY CONTEMPORARY BEAUTIFUL ART.

When Donald and Doris were not busy opening Gap stores, they collected a wide range of works of art, including works by Andy Warhol and Roy Lichtenstein. They began collecting art for their offices in the mid-1970s, and in 2009 they donated 1,100 works by 185 artists to the San Francisco Museum of Modern Art. "They agreed early on that they would only buy a work if they liked it. This decision has ensured that the collection reflects their shared sentiments, "wrote the museum.


Even couture lovers recognized the influence of The Gap on culture. "I think finding jeans in 1969 was a different job than it is today," said Vogue editor Sally Singer to NPR. "Back then, the idea of ​​shopping as a persecution to the masses was very new and was not made." She added that the fishermen made sure that "anyone can wear a khaki and a polo shirt, anyone can wear what looks like a college sweatshirt, that was not that long ago."


In 1998, The Gap aired several commercials from Young. People dance while wearing khakis, simple t-shirts and tanks. "This campaign is about the The most famous of the advertisements, "Khaki Swing", showed how twenty people teach Louis Prima the Lindy Hop "Jump, Jive an & # 39; Wail" with digital photogrammetry, in which The display fueled the revival of swing in the 1990s.


On October 4, 2010, the company quietly changed its classic logo from white s chrift in a dark blue box in blue text on a white box with a light blue box in the corner. But the company could not explain the change, and the public hated the new logo. Less than a week later, The Gap returned the logo to its original state.

10th The Gap achieved sales of $ 1 billion with various brands.

In 1983, The Gap acquired safari clothing company Banana Republic and turned it into a sophisticated brand. In 1986, the first GapKids and a year later the first gap outside the US opened in London. In 1990, the company founded BabyGap. The biggest success, however, was the introduction of Old Navy in 1994, a price-conscious casual brand: Within three years, Old Navy generated a turnover of 1 billion US dollars. Gap Inc. currently owns Banana Republic, Athleta, Intermix, Janie and Jack and Hill City, spinning Old Navy into an independent company.

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