The media has recently been bemoaning the fact that Gap has lost touch with its core base, and I'm like "Hello!" That was like fairly obvious a few years ago when the Gap's market share started to drop, but nobody thought to write about it back then.

You gotto love how the Gap won't even admit to the fact that they might have made a mistake.

<<"We've never veered from the core brand essence of Gap," insisted Stacy MacLean, a spokeswoman for the company. "We certainly think the brand has staying power."
On the other hand, she acknowledged that Gap made a point of going after customers ages 18 to 25, and that this strategy might not have worked out as planned. "We're re-examining our strategy, our tactics, everything," MacLean said. "We're definitely at a crossroads." >>

Ding dongs! Just admit your strategy to chase the younger crowd failed! Or maybe The Gap is taking a play out of Slick Willy's playbook and this is their version of saying "I did not have sex with that woman." Hell yes, your strategy failed and now you are on the selling block.

I think this is what The Gap was after - from the NY Times "stores like Primark are leaders in the quick-growing “fast fashion” industry, selling cheap garments that can be used and discarded without a second thought. Consumers, especially teenagers, love the concept, pioneered also by stores like H&M internationally and by Old Navy and Target in the United States, since it allows them to shift styles with speed on a low budget. " The problem is what worked for Old Navy did not work for The Gap's main stores. The NY Times observed that teenagers change their styles every six months, and The Gap just couldn't keep up.