Word: khakies
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...Drexler also knows Gap can't live on $78 jeans. Last year's push into more expensive leather, while successful, could not compete in volume with its earlier khaki campaign. So while basics have been pared a bit, they still form the foundation of every Gap store...
...Millard ("Mickey") Drexler, the master merchant behind Gap Inc., whether business hums or business sputters. He is rarely satisfied. If the former, "I'm pleased," he admits, "but never happy." Certainly the past year's uneven performance did little to put Drexler in the mood to do the khaki swing...
This spring, look for a much less basic Gap. The company has pared down its mind-numbing khaki and blue-hued assortment. Instead of all those jeans, Gap has upped the fashion mix, injecting more color and style onto the shelves. "Frankly what happened is we got a little sloppy in [fashion] investments," says Drexler. "We're a fashion and basics business. We can't do what we do without fashion. The Gap point of view is that if we don't change the style, the business will get stale." You'll see the change in the form...
...refocusing its marketing too. Its television-ad campaigns have been so dynamic that the 1998 series (khaki swing, khaki groove...) is included in the Whitney Museum of American Art's retrospective exhibit of the 20th century. But the company lost its advertising director, Lisa Prisco, and even good advertising can't move mediocre merchandise offered in a less than dynamic setting. Gap is shifting a portion of its $500 million marketing budget away from TV to make bigger in-store statements, using devices such as interior billboards. "We're focusing on dominant market imagery in the store," says Wilson...
...look down. A white T-shirt, khaki pants and running shoes with holes near the toes...