Challenger Brands: H&M vs. Gap

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Challenger brands like H&M have won the hearts of many fast-fashion shoppers. What must Gap do to reinvent themselves against such challengers?

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Challenger Brands: H&M vs. Gap

  1. 1. HOW DOES H&M BEHAVE LIKE A CHALLENGER?
  2. 2. Lighthouse identity — H&M is very clear in whothey are. Fashion can be affordable.Symbols of reinvention — They partner withhigh-fashion brands like Jimmy Choo,Versace, andKarl Lagerfeld.They take risks — launched the “ConsciousCollection”, an environmentally sustainableproduct line.
  3. 3. Sacrifice — They do one thing and they do itextremely well.Use advertising as a high-leverage asset — Theynever forget the primacy of the idea. Ads areincredibly simple: high-fashion product plus lowprice.
  4. 4. “ 2,799 big-windowed stores with navy awnings that call out: All is safe.Youre in a gentrified neighborhood. Come inside ” and buy cotton twill.
  5. 5. HOW CAN THE GAP BEHAVE MORE LIKE ACHALLENGER?
  6. 6. Sacrifice — they can’t be all things to all people.Break with their immediate past — take some risksand re-invent themselves: • Redesign the store interiors • Make shopping a brand experience, e.g. a traveling GAP sponsored barber shop
  7. 7. Overcommit — Get back to the core of the brand byhonoring their American heritage: • Collaborate with relevant American brands like Converse, Timberland, Patagonia, e.g. • Reaffirm who they are through appropriate personality endorsements, music partnerships, etc.Assume thought leadership — All-American doesn’thave to be stagnant. Make it relevant.

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