10 Aug 2008 0826H

Gap goes back to basics

From BusinessWeek:

“For several years, Gap, under former Disney (DIS) executive Paul Pressler, relied heavily on focus groups and spent little time in the stores. Early on, Gap North American President Marka Hansen encouraged Robinson to have breakfast with store managers at Gap’s flagship on 34th Street in New York City. As he scribbled furiously in a yellow pad, the salespeople pointed out flaws: tank top straps that dug into women’s shoulders; confusing sizing that made male shoppers cross-eyed. And they rejected plans to revive a much-loathed novelty item called a sock monkey (yes, a monkey doll made from socks). ‘It was eye-opening,’ says Robinson of the meeting with store managers. ‘They are the only people who don’t have a motive except to sell product. I’ve said to every designer, “Get into the stores and talk to the salespeople.”‘”

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