FT interviews with Paul Pressler from Gap

On the 4th August I posted an item talking about Gap’s rumoured launch of a new range of shops aimed at women aged 25-50.

Today’s FT carries a couple of articles based on recent interviews with Paul Pressler, Gaps ceo. (Sorry the FT needs a subscription).

He refused to confirm or deny speculation that Gap will launch a fourth chain to target “baby boomer” women aged 35-50, following the Gap chain's repositioning towards 20- to 30-year-olds. However, he noted: “When you look at the areas where we compete, we clearly under-penetrate this boomer customer, 35-plus or 40-plus. So, intelligently, that would be an opportunity to grow without cannibalising our existing businesses.”

Now this all seemed a bit strange since in another part of the article it reports that Mr Pressler has stuck with Mr Drexler's (the previous ceo) strategy of waving goodbye to the boomers. “We have brought a more youthful style aesthetic,” he says, “but it's a safe one, not a scary one. “Instead of going to the 15- to 20-year-olds, we pushed the brand back to what it has always been, which is really a 20- to 30-year-olds' brand,” says Mr Pressler.

Now, what I know about fashion retailing can be written on the back of a postage stamp, but it seems to me that by aiming at a 20-30 year old range you could have the worst of all worlds. Not really the Yof sector and not the large plateau of fashion tastes that extends between the late twenties to 50s. Also, the memories of Gap at its prime are in the minds of the 50 year olds not the 20 something. Still what do I know about clothes retailing? Dick Stroud: www.20plus30.com