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GAP to invigorate itself with 1969 Premium Jeans line
Aug '09
GAP, the US based international apparel retailer had introduced premium denim featuring "heavy-gauge thread and single-needle stitching," ''vintage-inspired busted side seams" and styles such as the Always Skinny and Sexy Boot two years back.

Now a new denim line, aptly called “1969 Premium Jeans” in reverence to the year the San Francisco company was founded, is all set to storm the US and global markets, although the jeans already have appeared in some stores in recent weeks.

The top management at GAP is hoping that this new denim collection will rescue the company from a long slump that the company has encountered, which has seen its sales as well as image flag down in recent years.

GAP has priced out its competitors by competitively pricing its premium jeans between US $54 and 59 for men and women respectively. This predator pricing is expected to help GAP snatch market share from its pricey competitors like True Religion and 7 For All Mankind.

Fibre2fashion News Desk - India

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