Can Gap's jeans like yoga pants solve the problems it faces?

It is understood that Gap is a clothing company with jeans as its core. Forty-eight years ago, the brand opened its first store in San Francisco, USA, with the founder of Don Fisher and his wife, Doris Fisher.

The reason why the couple created the brand was also very simple: in 1969, Don Fisher was picking the right jeans for him in a fashion store in California, but he couldn't find a suitable one. In order to make jeans suitable for the public, he created this historic American brand. On Gap's official website, you can see a slogan - "The right fit since 1969 (the most suitable cowboy started in 1969)."

Gap is now a multinational company with many branded retailers, but they continue to explore the “best fit jeans”. Now, Gap has launched a shaped jeans "Sculpt", which they believe is the "best fit jeans" they have been searching for.

The pain point that this jeans hopes to solve is a problem that has always been a problem in women's jeans. The pants have poor stretchability and elasticity, and are not easy to fit the body. You can call this elastic-shaped jeans "Spanx (Spanx: the famous American underwear brand, the brand's shaping underwear is especially famous)."

Gap's performance in the latest quarter was better than expected, and company CEO Art Peck also highlighted the outstanding performance of "Shaping Jeans" in the quarter.

Sales of Gap's sub-brand Old Navy have increased by 8% over the past year. Although the total sales of the Gap brand is declining, the brand's sportswear sales have surprisingly doubled.

Parker said: "After applying the shaped denim fabric to other Gap apparel products, Gap has continued to innovate and launched many successful products. At the same time, these innovations have also resonated strongly among consumers."

The “Shaping Jeans” product uses synthetic materials for sportswear, which also has the stretch and elastic properties of such garments, which is another perfect example of combining sportswear into everyday casual wear.

Gap also applied the shaped jeans fabric to the brand's yoga trousers, and simultaneously released the denim "plastic pants" and yoga "plastic pants" on Instagram (American social networking site).

It can be said that the technology of "denim shaping pants" is currently hot in the clothing market. Gap official website introduced the fabric composition of “denim shape pants”: 88% cotton, 9% polyester, and 3% spandex (spandex has superior elasticity, which is irreplaceable by many other fiber products). There is nothing special about these materials, and everyone is familiar with them.

However, it is the customer who really should evaluate the quality of the pants. One commenter wrote: “When I first put on this trousers, I felt it was a tight leg.” This feature is a good fit for the current popular fitness trend. In fact, like ASOS (British clothing brand), Forever21 (one of the hottest fashion brands in the United States) and Calvin Klein (a famous American fashion brand), they have launched such jeans with "shape" as a marketing point, claiming This kind of jeans upper body can be more self-cultivating.

Some commentators who bought Gap jeans complained that their pants had been deformed and stretched only a few times. Although there is not much feedback, Gap should also pay attention to it and actively solve it. Citizens of Huamnity also introduced stretch-shaped jeans, but once introduced, they have received much attention due to deformation and stretching problems.

Whether or not consumers choose to continue to purchase Gap's "shaped jeans," Gap can't expect to use this product alone to solve the company's many difficulties today. It still needs to make designs that distinguish it from other brands, and strive to find its own market position in the face of faster and cheaper rivals.

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