Gap- Children's wear and more

The clear glass lift gave the illusion of space and room until I reached the first floor that houses Gap’s children’s wear. The room which was very small compared to the floors below was crammed with stock and it reminded me of my cousin’s filled to the brim play room with no room to play. The Fantastic Mr Fox collaboration from the side window display is continued upstairs with the opportunity to colour. Remarkably I sense the same preppy feel with essentially the same designs of rugby/ university hoodies and t-shirts on this floor as well as men’s and women’ s and in the same colours of red, navy, white, grey and green . The boy’s took on the form of miniature men’s wear with peaked caps tartan shirts and smart jeans. Children’s wear went right down to early years where an attempt to brighten up the walls was made in pastel colours and toys joined the shelves of clothes.
Purchases were carried out in navy blue paper bags, an attempt by Gap to instigate the feel of higher quality along with environmental consciousness. I remember however, last Christmas whilst making a purchase in this exact same store I was given a thick plastic carrier with a pull string handles that meant that you could carry the bag like a normal carrier whilst protecting your garment and I was particularly impressed at such a simple twist on a classic bag.

Gap- location and first impressions

It was a few weeks ago when I walked into the Oxford Street store of Gap, a shop that has never particularly been at the forefront of fashion or trends but has long remained a popular source for the British public to buy from, it occurred to me why is this?
On approaching the entrance I see an accumulation of posters advertising jeans with the inscription "Since 1969" which I didn't find out until I got back home was in reference to the fact that when the Gap company originated 40 years ago in San Francisco it was THE great place to find a pair of jeans, housing different brands. The window looked a little lazy in my personal opinion, it could be said that its minimalistic but looking at posters laid out in the window isn't very enticing to draw the public in, I could of easily walked past it without hesitation. Whilst other smaller windows around the outside of the store pictured childrens's clothing with the collaboration of upcoming film Fantastic Mr Fox it seems rather ridiculous to me for a store to have their main window open to Oxford Street, London one of the busiest shopping streets in Britain and not to make an effort its display. It could be an indication of the kind of cult brand Gap has become, that the public return through brand loyalty and not through appealing window displays. I was relieved a few weeks later however, to find a festive Christmas Window display with mannequins adorning clothing from the store whilst still remaining rather minimalistic and true to the Gap brand.