By Aimee Chanthadavong
The highly anticipated US clothing chain Gap opened its first Australian store last Thursday at Melbourne’s fashion capital – Chadstone Shopping Centre.
Yc Eu, group marketing manager of Busby Holdings, the Australian company that holds the license to opening the store, told RetailBiz that bringing an international brand into the local market is about offering a unique experience to shoppers.
“From our point of view, we’re adding to the industry and complimenting it and not really taking away from it,” she said.
“It’s a unique experience because you can buy for women, for men, for kids and it works like a one-stop shop.”
According to Eu, just like its international stores, Gap Australia will stay true to the brand by providing consumers a variety of fashionable items at affordable and competitive prices.
“With the product offering, Gap is all about the wardrobe essentials and what’s easy to wear and that’s something that translates no matter where you are”
The 1,200 square metres Melbourne Gap store, which is three to four times larger than the average retail store, has been designed to also replicate the floor design of its stores overseas.
“Because we’re an international brand, our store reflects Gap stores worldwide taking on the newer store design concepts,” Eu said.
A Sydney store is due to open in October.