American clothing brand, GAP has returned to the South African market with the launch of a new family concept store at the Mall of Africa in Midrand. The store opened on Thursday, 3 December 2020, and will offer a wide range of “elevated essentials”, including their signature denim, classic t-shirts, and hoodies for the whole family. Many of which are adorned with the GAP signature logo.
GAP has been absent from the local market since 2017, however, a distribution partnership with Mauritius-based Hyvec Group has allowed the GAP store to return to the market with expansions in two other locations planned, including Sandton City by April 2021.
The embodiment of youthful energy
“Despite the current state of the world, we are happy to bring back the Gap store to the South African market. We believe that GAP is the embodiment of youthful energy. This new family concept store caters for adult men and women, children, toddlers as well as infants, creating a family shopping experience”, said Hyvec Group Africa regional Manager, Yogesh Soowamber.
“The GAP positions itself as a brand whose pillars specialize in family, the classics, and a sense of ‘collective individualism’. The same goes for South Africans in general, and especially during the pandemic, we are seeing a new wave of finding comfort in the clothing we wear, as well as quality in what we wear. Hence, right now people want clothing that is durable, comfortable, and stylish – something that encapsulates GAP clothing as well as the South African market.”
Sustainable fashion
Apart from producing clothing that is aesthetically pleasing and boasts a great quality, GAP also shared their sustainability pillars which include:
Denim-lead
The GAP brand is known for its denim, offering a wide variety of comfortable high-quality denim pieces for all occasions, ranging from sizes, zero to 14.
Their second pillar, as explained by the Hyvec Group’s Visual Merchandiser, Daniella De Gouveia, is:
Elevated Essentials
The store plans to offer classic pieces that all members of the family should have in their wardrobes as essentials and giving them a unique style.
Wardrobe staples
Much like elevated essentials, encompass fashionable prices that are made to last. Optimistic colors is the fourth pillar and is focused on the brand’s idea to bring mainly neutral and fresh colors to “elevate your mood”, says Daniella.
Well-made and responsibly produced
The fifth and sixth pillars of the GAP marque. The brand prides itself on craftsmanship and sustainably designing their clothing while creating a safe space for their employees. Advancing people, and communities and ensuring that all COVID-19 protocol is observed.
Shop for the entire family
Visitors to the new GAP store in Mall of Africa are able to shop the brand’s summer collections for men, women, kids, toddlers, and infants for clothing and limited accessories. The store does not offer shoes and prices ranging between R400 to R2000.
A local online GAP store is not yet available, however, Soowamber shared that the introduction of an online store is something they are planning for the brand.
