Saturday, October 30, 2010

The ole adage from many a sage: If it's not broken.. should be tattooed upon the foreheads of the powers that be at The Gap.

This week the crusty company tried to re invent itself. The A-ha moment came when the company finally realized it could only really change the look of khakis from ugly to uglier, then back to original ugly all with the help of a zillion dollar marketing campaign. The brilliant brains behind the brand this week unveiled something that makes the clothing look event more exciting, a new logo.
No surprise, the re design was met with the same enthusiasm one might experience pawing through the sales rack. Sales have flat lined, send in the khaki and white coated ER staff looks like the paddles are needed to resuscitate.
The stock was once a shining star on the NASDAQ. Sad to say my proxy vote faded along with my appetite for shopping at the ever morgue like environ a long time ago. Maybe it was the irritating way the bright shiny pony tailed followed me around re folding sweaters.  Once a great source for jeans, company sales numbers faded and the stock dropped after that last brilliant re-design: Denim the death rattle for Gap. Forgot to mention it's signature white shirts are still available. Too much excitement for you and your wardrobe?

I've got an idea, sell tea. Why you ask? Parent namesake The Great Atlantic & Pacific Tea Company is currently trading at three bucks and change.  Khakis are no longer the draw perhaps selling Tea could be the much needed breath. Otherwise there's always a way to re invent khaki: adult diapers covers, matching oxygen canister covers, wheel chair and Prius seat covers.

It's gotta be better than what's currently on the sale rack.