Beyond basics: 'More feminine' styles key to reviving Gap brand

Back then, Gap stores seemed to get everything right, from the colors and assortment of products to their price. Now, in a sense, the Gap division needs to do just the opposite to what it has been doing for the past few years if it is to compete not only with direct rivals such as American Eagle Outfitters (AEO.N), but fast-fashion chains such as H&M (HMb.ST), Zara (ITX.MC) and Forever 21 and big stores such as Macy's (M.N). Instead of relying on basics such as jeans, t-shirts and shorts - which can be bought cheaper just about anywhere - the Gap brand needs to focus more on more-feminine clothing, analysts said.

Beyond basics: 'More feminine' styles key to reviving Gap brand source: http://finance.yahoo.com/news/beyond-basics-more-feminine-styles-153704692.html