Gap goes to fashion week with bags from $30
The GapBag collection launched September 8, followed by a four-day Rockefeller Center takeover with chainstitch customization.
Gap turned New York Fashion Week into a retail event. On September 8 it launched GapBag, five accessories designed by Reed Krakoff, the company's executive director of accessories, priced from $30 to $148. From September 10 to 13 it staged a takeover at Rockefeller Center, according to The Zoe Report.
The lineup pulls from Gap's own archive: a Five-Pocket Tote, a Hoodie Tote, a Favorite Tote, a Shoulder Bag, and a Crescent Bag. The takeover added chainstitch personalization and limited-edition charms, which gives shoppers a reason to walk in and a souvenir to walk out with.
Price is the strategy. Fashion week is usually where brands show what few people can afford. Gap used it to show something almost anyone can, with a designer name attached. In a week when every brand fights for the same attention, it picked the one price point its neighbors cannot match.
The archive angle matters too. A brand with decades of its own merchandise to mine can rebuild desire from its own closet, and that costs less than inventing a new one.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
