Kanye West is bringing his Yeezy brand to Gap, designing affordable adult and kids clothing in a multi-year deal that could revive the ailing brand.
The collaboration comes as Gap brand sales continue to fall as it loses relevance with shoppers in the era of e-commerce and fast fashion. The company was once an icon for teen and young adult shoppers finding a niche in offering classic casual wear. But the company has had difficulty finding an identity in the changing world of fashion where street style has taken a turn for a more unique and modern twist.
The brand’s sales have declined year over year since 2013 as some of Gap Inc.’s other brands — Old Navy and Athleta — have soared. Sales for Gap’s namesake brand were down 50 percent in the first quarter this year compared to the same time last year, due to temporary store closures. Gap brand’s parent company Gap Inc. is feuding with landlords over unpaid rent and is expected to close additional stores. Simon Property Group sued the company in early June over $65.9 million in unpaid rent.
Sonia Syngal, who is credited for rapidly growing the Old Navy brand, took over as CEO in March and has said she is looking to overhaul the brand. “Gap has benefited from its high brand awareness and deep emotional customer connection,” she told investors in June. “However, years of inconsistent execution have depleted brand health, which we're actively working to correct by defining clear brand positioning and product filters that translate to a narrower and deeper assortment that delivers to the customer.”a photo of what the line might look like — bright casual wear. West previously mentioned aspirations to work with the brand.
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