NOVEMBER 18, 2008

The Argyle Cruiser

When I was in high school, I shopped at the Gap… a lot. Most of the kids in my high school did.  It was actually considered a “hip” store in 1995.  I’m not exactly sure when or why I stopped shopping there – maybe it was because my style changed over the years and Gap’s didn’t – but, apparently, I’m not the only one.  A recent article in The New York Times discussed the troubles Gap is facing, and questions whether the clothing company, famous for its holiday commercials, has lost its edge.

I think that Gap’s troubles extend beyond losing its edge; it appears to have lost its focus too. One thing is for sure: when I was a Gap shopper, the chain was not attempting to sell $6,000 Vespas or $500 bicycles!

Last year, Gap partnered with Vespa to offer consumers the “Crazy Stripe” Vespa LX50 for $6,000. And this year, I suppose in an attempt to be “greener”, it decided to partner with Electra bikes and sell “The Gap Argyle Cruiser” – an actual bicycle with a blue argyle pattern – for $499.  Wait…what?!  I don’t get it.  I mean, I’m all for companies branching out, reinventing themselves, and being open to change, but this just doesn’t make sense to me.  A bicycle does not scream “logical extension of a clothing brand” to me.

At TMG, we believe that the most important thing a company can do is listen to consumers, in order to design and offer products and services that meet their wants and needs.  I’m not so sure that Gap is listening. What do you think?  “The Argyle Cruiser” - good idea or bad idea?