Gap China goes big on West Nanjing Road

Gap China has opened a flagship store on Shanghai’s West Nanjing Road, its biggest flagship yet in Greater China.

Featuring Gap’s full apparel collections and latest store-design elements, the flagship underscores the importance of the China market, says Gap, which will next year move its China retail headquarters team into an office above the store.

Covering 1908 sqm over two storeys, the flagship showcases a store concept developed jointly by Gap’s local and global store-design teams, drawing inspiration from the brand’s heritage alongside modern elements. It incorporates digital and video elements to offer an immersive and easily navigable shopping experience, says the company.

“We believe that in-person connections and interaction with consumers in physical stores still matter, and we intend to continuously innovate that experience by integrating digital and other new customer touchpoints,” says Gap Greater China executive VP/GM Abinta Malik.

“We see China as an important market with ample opportunity for long-term growth and innovation. At a time when this market is embracing an era of ‘new retail’, I am confident our strengths in omni-channel and in-store customer experience position Gap as a trendsetter in China’s apparel retail landscape.”

First time

The Shanghai flagship offers Gap’s American-style clothing and accessories for men, women and children, and opens with the latest fall collections. The larger space enables the brand to offer the full expression of GapBody and GapFit for the first time in a store.

The store also introduces a “Chill” station where customers can recharge their phones and relax, and space for customer events and to showcase special collections and designer collaborations. The children’s and baby floor has a nursing room as well as fun stations.

For its grand opening the store will offer a special stylist service as well as experience booths for both children and adults. A DJ and children’s band will entertain customers, and featured collaborations include the latest Disney children’s collection featuring Snow White, with a themed set for photos.

The new store replaces Gap’s previous West Nanjing Road flagship.