In an effort to head off declining sales, Gap is changing a lot features in their domestic stores.
Seven locations in Denver received the makeover this past April. More stores are set to receive the facelift this fall including Hartford, Connecticut and San Deigo.
Goodbye staid white walls, hello warm colors, original artwork and gallery lighting. Mark Dvorak, Gap’s VP for store design told Businessweek that, “Research showed that men want to come and go easily, while women want an exploration.”
The women’s section will be organized for various stages of social interation and occasion. There will be sections for going out and work.
The men’s section is utilitarian in nature. To aid in building outfits signs are posted throughout to list basics. Everything is arranged by size to pickup and go.
There is even a lounge where non-shoppers who accompany shoppers can relax. Don’t bother waiting in line for the fitting room, Gap will hand out pagers for customers waiting and buzz them when they are.
Will these changes work? Gap is betting that they will. It’s up to the customers to decide.