Gap misses its step with fashion, pricing

Almost 2 years after it entered India the global fashion retailer struggles to keep up with rivals

What ails American fashion giant Gap in India? Just four months short of its second anniversary in the country, the brand is still stuck at the sidelines even as rivals race past with better sales numbers and a larger brand footprint. According to some mall developers that had hoped Gap would raise footfalls and sales, the numbers are way short of expectations, almost half that of that of European rival Hennes & Mauritz (H&M) that entered the market later.
 
The criticisms fly fast from all stakeholders. The American brand, say fashion experts and mall owners, has failed to leverage