GAP Shanghai flagship store opens Thursday
After international fashion brands like Levi’s and Hermes (via Shang Xia) shifted their attention to the Chinese market, GAP, the largest specialty apparel retailer in the United States, is now also looking to find a place in the hearts of millions of Chinese consumers.
GAP’s Shanghai flagship store is set to open its doors Thursday, November 11, on Huaihai Zhong Lu. Although its Beijing store is already running, testing the waters with a very quiet soft opening, this GAP in Hong Kong Plaza will be the brand’s first "official" store in China.
This two-story venue will offer all the brand's casual wear lines, including womenswear, menswear, kidswear and babywear. GAP will also be expanding its offerings specifically tailored to Chinese customers, following the trends and collections of GAP Japan rather than those from the United States.
In addition, GAP’s Shanghai flagship store will offer two types of jeans that were designed specially for the Chinese market.
One of them is the GAP China Limited Edition, which is priced at RMB 1,969. This edition, numbering 3,000 pairs in China, is marketed as a "nostalgic" design and uses the textile and weaving method of GAP’s first line of jeans.
The other China-specific design is the GAP 1969 Special Edition jeans, priced at RMB 888.
Causualwear brand Levi's also announced a denim label dENiZEN just for China in August.
GAP is set to open another three retail stores in Shanghai and Beijing this month, making four stores in total.
GAP Shanghai Hong Kong Plaza, 282 Huaihai Zhong Lu, near Huangpi Nan Lu 淮海中路282号, 近黄陂南路, www.gapinc.com