Banana Republic 2009 Annual Report Download - page 6

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Gap opened a 1969 denim
store on LA’s famous Robertson
Boulevard, attracting celebrities
and denim-lovers with its aord-
able premium collection.
Gap is testing a new outlet store
design for value shoppers around
the world. With a bright, modern
aesthetic, shoppers can’t miss
Gap’s casual style.
Old Navy is remodeling about a
quarter of its eet, enabling
families to shop for great value
in a more enjoyable way.
Although not every consumer was as directly affected by the
economy as others, all customers demanded more in 2009.
Banana Republic heard from consumers that versatility was
paramount and responded by adjusting its product and
marketing in the second half of the year to showcase that it can
be worn seven days a week—for work, weekend or going out.
Compelling stores
There is no doubt that people faced a lot of distractions in the last
12 months, at home and at work. Because consumers made fewer
mall visits, retailers had to be at the top of their game when shop-
pers came to stores.
Old Navy shoppers told us they preferred a place that’s fun, full
of energy, and where they can bring the entire family. The brand
responded, and developed a new store model that’s become
central to its success. We opened more than 50 redesigned stores
in 2009, and customers responded strongly to the new shopping
experience, with these stores outperforming the rest of the fleet in
sales and customer service levels. By the end of 2010, we expect to
have remodeled about one-quarter of our Old Navy fleet.
Gap has been improving its stores as well—through a combina-
tion of remodels and reduced floor space. Customers said they
preferred a smaller, more intimate shopping environment, and
the Gap store prototype offers a bright, clean space with bold
marketing images and a spotlight on 1969 jeans. Not to be out-
done, Banana Republic successfully tested a new store prototype
in three cities, creating a fresh, boutique-like setting to showcase
versatile style.