Launched over 50 years ago in San Francisco, Gap has built a brand on staying true to their roots, while always being out in front of what’s next. Gap's clothing is rich in heritage and crafted with care, with 100s of products produced with recycled materials or from 100% organically-grown cotton.
Gap store employees had expressed the need for a simple system to understand the latest visual merchandising direction in the context of their own stores. This would help them display new clothes and their marketing collateral on the shop floor as fast as possible for customers to purchase.
Gap’s central teams wanted to bring agility, collaboration and transparency to the communication of seasonal merchandising plans and store layouts for stores globally. Equally, they wanted feedback and insights into how different displays impacted sales to inform and improve future plans.
DCX agency, Reason, had already successfully delivered a number of initiatives for Gap - helping them surface valuable marketing activity KPI data to optimise future seasons and harmonise planning across the franchise, as well as putting store, district, region, and market sales, traffic, and stock data in the hands of every decision maker across the company.
Knowing that for Gap, as a global fashion and retail business, delivering consistent customer experiences efficiently created challenges for local teams and central management, the team set about working with Gap’s franchise business teams to deliver an interface for managing the in-store brand experience across over 3,000 stores worldwide.