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Gap enters the most populous country in the world
Nov '10
Gap Inc announced the debut of its first four wholly owned contemporarily designed Gap stores in China, bringing Gap's modern, accessible style to Chinese consumers for the first time. Each store will house all Gap collections: Gap, GapKids, baby gap and Gap Body. An online retail store is also launching www.gap.cn, making Gap clothes immediately available to all customers throughout China.

“Gap is the first American retailer in China to offer a single style destination for the entire family. We are excited to introduce Gap's cool, modern American designs to Chinese consumers. I believe customers will be extremely pleased with fit, quality and the affordable style of our clothes, including our newest and most successful product, the 1969 Premium Jean,” said Redmond Yeung, President of Gap China.

Gap is opening its first flagship store in Shanghai on November 11. This is a 1,140 square meter space in Hong Kong Plaza on Mid Huaihai Road, one of Shanghai's premier shopping high streets. A second flagship store, occupying two floors in the Venture Tech building on the premier Nanjing West Road, will open in the next several weeks.

Gap will open two stores in Beijing on November 13. The first is a two-storied flagship store spanning 1,165 square meters in the APM Building on Wanfujing Street, and a second 1,800 square meter store in Chaobei Joy City, located in the eastern part of Beijing.

“Each store offers customers great service by a team of highly-trained staff. Greeters welcome Gap customers at the entrance and each collection has dedicated specialists to assist shoppers. All four stores offer Denim Fit sessions by appointment,” noted Lorenzo Moretti, Managing Director of Gap China.

Gap is opening the stores around the theme of “Let's Gap Together,” celebrating the coming together of China and the U.S., and our shared spirit of creativity and individual expression. To commemorate this special occasion, world-famous photographer, Annie Leibovitz photographed a series of portraits pairing iconic Chinese and American leaders in their fields such as Zhou Xun, a Chinese actress who is devoted to sustainable development and Philippe Cousteau Jr., an environmentalist and grandson of Jacques Cousteau. These images can be seen in the stores and on outdoor advertising in each city.

The arrival of Gap stores in China, the most populous country in the world, is a cornerstone of Gap Inc.'s global expansion strategy. Gap invested in extensive, multi-year market research and this entry marks the beginning of a long-term, multi-channel strategy that will eventually result in more stores throughout the country.

Gap Inc

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