Challenger brands like H&M have won the hearts of many fast-fashion shoppers. What must Gap do to reinvent themselves against such challengers?

2. HOW DOES H&M BEHAVE LIKE A CHALLENGER?

4. Lighthouse identity — H&M is very clear in who
they are. Fashion can be affordable.
Symbols of reinvention — They partner with
high-fashion brands like Jimmy Choo,Versace, and
Karl Lagerfeld.
They take risks — launched the “Conscious
Collection”, an environmentally sustainable
product line.

5. Sacrifice — They do one thing and they do it
extremely well.
Use advertising as a high-leverage asset — They
never forget the primacy of the idea. Ads are
incredibly simple: high-fashion product plus low
price.

9. “ 2,799 big-windowed stores with navy
awnings that call out: All is safe.You're in
a gentrified neighborhood. Come inside
”
and buy cotton twill.

10. HOW CAN THE GAP BEHAVE MORE LIKE A
CHALLENGER?

11. Sacrifice — they can’t be all things to all people.
Break with their immediate past — take some risks
and re-invent themselves:
• Redesign the store interiors
• Make shopping a brand experience,
e.g. a traveling GAP sponsored barber shop

12. Overcommit — Get back to the core of the brand by
honoring their American heritage:
• Collaborate with relevant American brands like
Converse, Timberland, Patagonia, e.g.
• Reaffirm who they are through appropriate
personality endorsements, music partnerships, etc.
Assume thought leadership — All-American doesn’t
have to be stagnant. Make it relevant.