Gap rationalises websites to improve sales

Gap, the US clothing retailer, has rationalised its four branded websites into a single...

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.




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