The rapid growth of the digital economy in the past year has served as a starting whistle for many businesses. In this way, we have seen how from the smallest businesses and enterprises, to the largest brands, they are joining the current of the digital transition. Even the big retailers in the fashion sector have taken advantage of this new opportunity to consolidate their business in new booming markets. Such is the case of the American brand GAP, which has decided to expand its business within the European digital ecosystem with a new online store.
GAP is known as one of the largest fashion retail companies in the United States, with considerable impact in the rest of the world. This, especially among the younger population, which is aligned with the concept and name of the brand, which refer to the generation gap. The brand has an approach to simple and casual clothing, with a preference for denim garments. Clothing that for years has been taken as a synonym for the company.
Based on this approach and betting on new trends, it has managed to keep up with the new generations since its founding in 1969 in San Francisco. It has even seen various changes within its catalog, expanding from denim clothing to categories such as: logo, khaki, GapFit, GapBody or Gap Maternity. Also betting on a diversified audience between adults, adolescents, babies and children.
This growth has also led them to expand the frontiers of their business model, with an approach focused especially on omnichannel. For this reason, motivated by the growth in the digital market in countries like Spain and Portugal, they have decided to launch a new online store. This project will serve to solidify its market throughout the Iberian Peninsula, hand in hand with its franchisee partner, the Galceran Group. Which in turn has chosen Trilogi, a company specialized in the development and launch of online stores, for this new launch. In addition, this project has also had the participation of Elogia. According to the declarations of Pilar García, Project Manager at Trilogi, this launch "has been quite a challenge, the end result is spectacular and we are very proud to be part of the launch of the GAP online store in Spain as technology partners and Portugal".
This joint effort between the Galceran Group, Trilogi and Elogia represents the brand's first online store within from the Spanish or Portuguese market. Therefore, this is a movement that determines a new stage in GAP's business within both markets, and therefore poses a great challenge. For this reason, the strategy of the San Francisco-based company has not come only with an omnichannel proposal. If not also with a loyalty proposal to boost customer acquisition and the creation of a better community in both countries.
That being said, Spanish and Portuguese consumers will be able to access exclusive rewards by joining the brand's loyalty program. One of these rewards supposes a total of 200 points at the same time of registering in the program, which can be redeemed in products both in its online store and in the physical ones. As long as it is not in its Outlet stores, which have permanent discounts on their merchandise.
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