When Gap Inc began an online campaign ahead of the launch its Old Navy label in China, the iconic U.S. clothes retailer posed an important question to its potential Chinese consumers: have you heard of Old Navy? Only a few had.
Gap, which launched its first Old Navy store in Shanghai on Saturday, plans to open five stores of the value-end chain this year as well as adding 30 Gap stores to its current 81, Gap's Greater China president Jeff Kirwan told Reuters on Saturday.
"Gap's position in China is not very clear. It's outpaced by Zara on a fashion level and out-competed by Uniqlo on the concept of high-value basics," said Cherry Dai, Shanghai-based project manager at consulting firm SmithStreetSolutions.
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