The Cure for the Gap

By Joshua Robbins

I, as have many, have shopped at the Gap for a majority of our lives. We stopped shopping at the Gap for two reasons: style and size. Coming from an era where not dying your hair and tattooing yourself was considered to be cool, I still believe that the presentation of clothing in a conservative matter is really important, as many others do as well. In our minds at one time, this is what the Gap represented. But then, out of no where, the Gap changed it philosophy and style of clothing. The clothing that I once purchased from the Gap that would fit a person who is husky or athletically built is no longer being sold there. Instead they appeal to the size of a person who is dainty, someone with hair so long you could not tell the sexual identity of that individual. A person who likes large belt buckles and “pencil” pants. The style is, indeed, outlandish! Nothing against people who posses that fashion sense, but hey don’t oust me because I like food or like my clothes to look as if they are new, without tears and oil markings.

It has become obvious that the Gap has embraced the California craze. But the California craze is just that, a craze, or better yet a fade. It is easy to assume everyone wants to look, and live like a Californian. The problem is, California doesn’t represent the majority of the United States. As a matter of fact, most people despise anything that represents California. If this is the case, which it is, what makes you think that you will make any money on marketing this look?

I am calling it right here! The Euro Trash days are done, much like the days of hair bands. Hot Topic’s earnings plummeting are a signal that times are changing. The children that these companies are appealing too are busy making fight videos on YouTube, cutting them selves, and making home porn for the world to see. They have absolutely no desire to work and contribute to the economy. That being said, maybe it is time to revaluate your primary market!

An example of a company that does the opposite would be J.Crew. J.Crew’s clothing actually fits the normal person! J.Crew’s style and quality of clothing actually appeals to a larger, more conservative portion of the United States. Typically, conservatives have money, lots of it, and are willing to spend it on quality goods! But more importantly, the clothing fits, practically, any size. Old Navy, tied to the Gap is doing better than the gap as they hold the same style and size philosophy as J.Crew!

The Gap needs to return to its roots. I am not talking about what was cool in the eighties, but perhaps grasp the idea that the started the modern look of conservatism that they once had! With this, earnings will rise and Gap will once again become a household name.

Joshua Robbins is a partner of Blue Collar, LLC.

Contact: josh@bluecollarinvestment.com