Gap premium denim line officially launches
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After weeks of hype, Gap officially launched its premium denim line today with new styles such as the Sexy Boot and the Always Skinny.
The 1969 Premium Jeans, which have been rolling out in stores in recent weeks, replace all of the chain’s old denim and start at $59.50 for women and $54.50 for men -- the same price as the former line.
Selling premium denim is a new concept for classic and casual Gap, which is hoping to take market share away from designer denim brands such as True Religion and 7 for All Mankind.
‘Denim is our birthright -- I think we have ceded some of our business to others over the years as the market has changed and as people have looked to status brands,’ Marka Hansen, president of Gap North America, said in an interview. ‘We’re not changing our positioning, not at all. What we’re trying to change is relevance.’
The apparel company has seen its sales and image sag in recent years as customers have turned to more stylish competitors.
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-- Andrea Chang
[Update: Here’s a video explaining it all.]
