Gap,
the US clothing retailer, has rationalised its four branded
websites into a
single corporate online shopfront that provides customers with
the full range of Gap products, the Wall Street Journal
reports.
The integration, which was suggested by customers, will help
push online sales to more than £500m, around 6% of annual sales.
Online sales grew 21% compared with total sales that were down
11%.
Gap brands are Gap itself, Banana Republic, Old Navy and
Piperline. Customers can scan and compare all items under each
label and buy them from a single checkout. Previously, they had to
visit each brand's website separately.
Toby Leak, president of Gap Direct, said the firm had worried
that, given the choice, customers would buy the cheaper brands. In
fact, the opposite has happened, he said.
