Over the past several years Japan's apparel market has seen a marked shift as consumers have purchased less and less at traditional retailers like department stores, and more and more at malls, shopping centers, "fashion buildings" and specialty chains. At the same time, competition has intensified with most major markets growing ever more saturated by top brands, domestic and foreign.
Looking for ways to expand while meeting both consumer needs and the evolving situation at retail, some brands have been experimenting with new formats. Gap Japan is no exception.
Tomorrow (March 20), the company is slated to open two new shops that target women only. Eponymously dubbed Gap Woman Shop, the stores will cater to Japanese gals in their 20's and 30's with modern, high-quality designs and a variety of items that will be available only in Japan. If the first stores do well, future locations are expected to be situated in the many shopping center/mini malls that have been cropping up in train stations throughout the country.
Tokyo and Osaka will host the first two shops. In Tokyo, Gap Woman will be located in Oimachi Station Atre. In Osaka, the shop will occupy a portion of the existing free-standing store in Shinsaibashi.
It will be interesting to see how the new format fares. I am especially curious about the styling of the Japan-only items. Will Gap maintain conventional shapes and up the ante on materials? Keep with typical fabrics and inject more design oomph? Or stick to the knitting on both counts and merely expand the range? Stay tuned.
By the way, Gap has also been experimenting with new formats in Japan for its Banana Republic Brand.