American clothing retailer Gap is planning to open a store in Melbourne. Currently the brand has two other stores in Australia. One of these is located in Victoria and the other is in Sydney. The Melbourne branch is due to open on December the 10th, 2011.
The launch of Gap in the Australian market has been largely successful. Due to this Gap is willing to open more stores where there is available space. The December launch will feature summer orientated clothes such as lightweight denim and prints.
In the lead up to the launch the store will be doing some basic advertising. This will include utilizing printing services and handing out Flyers. The brand will need to constantly market their stores as they plan on opening more in the region.
Gap plans to cement its hold on the Australian market as it has done in other countries. Management has stated that they will continue to look for more expansion opportunities.
The Gap brand has enjoyed a large amount of success overseas. Whether or not that will be replicated in Australia is yet to be seen. The current stores are located in the business district. This means that the target market for the clothes are working professionals. There are many stores in Australia that sell similarly styled clothing at cheaper prices. Whether or not Gap will be able to compete may depend on how well they market their brand. Australians will need a reason to choose Gap over alternatives such as Just Jeans and Jeans West.
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