P, GAP, as the US retail giant, has more than 1700 retail outlets in more than 50 countries around the world with an annual sales volume of 5 million pounds (50 million yuan).

But since the 90s of last century, the brand has been in a loss.

According to the Daily Telegraph of April 23rd, the new creative director, Rebekka Bay, took office last year and took a series of measures to deal with the loss crisis.

Now we can see the new director's new design trend and some achievements.

< /p >

< p > prior to that, the way to profit from < a href= "//m.pmae.cn/news/index_c.asp" > GAAP < /a > was mainly through continuous low discount sales.

The weakness of this sales method is that if the low price strategy is stopped, the market will soon be grabbed by brands such as Uniqlo, Topshop and John Luis (John Lewis).

< /p >

Last October, P hired Rebekka Bay, 44, as creative director and vice president of design and implementation.

Because Bay was not a designer before, so suddenly taking over the work of the 160 retail team of American retail tycoons, people can not help wondering.

< /p >

< p > Bay has become a trend forecaster and design consultant since she was 14 years old. Her main achievement was the creation of H&M's mid end market brand COS.

And GAPP began to go downhill since the 90s of last century. It is also due to the impact of these new brands such as < a href= "//m.pmae.cn/news/index_c.asp" > H&M < /a >.

< /p >

The reason why P chose to hire her is partly because she was a trend forecaster. Bay said that GAPP should base itself on creating an everlasting fashion that is not affected by time and season.

The design of < a href= "//m.pmae.cn/news/index_c.asp > > dress > /a" should not limit sex and age.

From a regional perspective, Europe focuses on fashion, while the United States pays more attention to lifestyle.

Therefore, the brand should focus on creating practical clothing suitable for daily life.

< /p >

< p > Bay also said that this idea was started from some very basic clothes, such as T-shirts, jeans, sportswear, thick overcoats, etc., all of which are striving for perfection, being concise and comfortable.

When it comes to T-shirts, Bay points out that it is necessary to ensure that they use the best Pima cotton and do well in washing.

The style allows consumers to be free to match with seasons.

Clothes will have many styles, but the same clothes should not wear the feeling of thousands of people, but also wear their own personality.

< /p >

< p > then can the Danish trend forecaster take the responsibility to bring the deep mire of GAPP to life again? Let's wait and see.

< /p >