US brand Gap has just switched on a dedicated website for the Australian market on August 19.
The new digital channel will sell the Gap’s core ranges alongside an expanded denim assortment, including new silhouettes such as Culottes, Capris and the Straight Taper Jean, alongside popular styles including Low Rise Long & Lean, ’90s Loose and Baggy Jeans.
The launch tomorrow comes after the brand pushed a relaunch in the Australian market earlier this year in April, two years after switching off its website here, and eight years after closing down its only two stores in the market.
The brand tapped Fashionata, a local brand distributor, to take charge on Gap’s local operations. This rollout included 27 Myer stores Australia-wide, as well as via Myer’s online channel, and a recent rollout on The Iconic.
Fashionata manages a small selection of brands in Australia, including undergarment brands Ginia and Spanx, as well as clothing brands Hanro and Joe’s Jeans.
Fashionata chief operating officer Melisa Trovato told Ragtrader in March this year that there is still very strong recognition and affection for Gap in Australia, even after time out of the market. She said that kind of brand equity is hard to build, yet offers a strong foundation for the brand’s relaunch here.
“Alongside the distribution strategy, a big focus for us is how the brand shows up culturally. Gap has always been more than just product, and we see it as a social-first brand in this market,” Trovato said.
“We’re leaning into what we call ‘Gaptainment’, creating content and moments that are designed to engage, entertain, and build relevance with a new generation of customers.”
Founded in San Francisco in 1969, Gap has built a global legacy rooted in denim and casual American style.