Gap is testing cool merchandise in a new retail lab.
The brand has unveiled an updated store concept at its reopened Flatiron store at 156 Fifth Ave. The chic, two-story boutique celebrates the San Francisco-based brand’s 55-year heritage with archival advertising images on the walls, a variety of on-trend products. for men and women, and a range of exclusives. Shoppers will find t-shirts and totes available only at this location, as well as vinyl records from Legacy Records and curated books from Dashwood Books, New York’s specialist in rare photographic titles.
The label’s icon categories – denim, fleece and khaki – are showcased in dedicated areas within the space. A denim room, for example, features the season’s freshest styles, from The Barrel to The Baggy to The Stride, a fitted waist jean with a wide leg.
A colorful hooded wall, meanwhile, displays all the bestsellers. One of the most popular models is the Extra Heavyweight Hoodie that Hoodies, the brand’s first creative collaboration with an influencer. The must-have piece was developed in partnership with content creator Julia Huynh, who chronicled her search for the “hoodie shoe” in a viral TikTok series.
“A few months ago, I flew across the country to New York City on a freak mission to the Gap design offices,” Huynh says in an exuberant TikTok posted in October. “And we made sure this hood was exactly to my liking.”
Her latest: an off-the-shoulder style with an oversized hood made from 650-gram fabric that’s nearly three times the company’s standard fleece weight.
The heroic piece comes in black and a few bright colors and earns a nearly five-star rating on Gap.com. “Heavy weight material, dimensions are great, hood is a vibe. Don’t sleep with this,” one fan wrote. “Don’t miss it.”
“We’ve seen an incredible response from both our customers and the Julia Hyunh community since the hoodie launched, online and in our stores,” said Chief Marketing Officer Fabiola Torres. “Gap has always been a brand that provides a platform for creativity and self-expression. Highlighting local social creators through our holiday campaign and recent collaboration with Hoodie that Hoodies has been a way to put our consumer first and engage with a wider Gen Z audience.”
For the holidays, the spotlight is on CashSoft, a collection of knitwear that feels as cozy as cashmere. Clothing and accessories are made from a machine washable brushed yarn.
Gap has a really soft touch.
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Image Source : nypost.com