US-based apparel retailer GAP Inc., which has a franchise agreement with textile and apparel major Arvind Lifestyle Brands, has been struggling to boost sales in India. Despite being in the India market for the last two years, the apparel brand is yet to have a grip over customers in the country.
According to reports, H&M has given tough competition to the retailer since its launch in Indian market in in October 2015. GAP currently has 11 stores in the country which are located in some of the most expensive spaces in malls across the country. Select City Walk in Delhi, Mall of India in Noida, DLF Promenade in Vasant Kunj Delhi among few to name.
Absence of frequent fresh collection at GAP; priced 50 per cent higher than H&M and Zara when one compares the average stock pricing of all the brands; least attention on brand advertising and promotion as compared to other international players have also turned out to be a setback for the fashion brand.
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Suresh J, MD & CEO, Arvind Lifestyle Brands said that a 10 to 15 per cent cut in prices may help the brand move its merchandise faster and said they were working on it. GAP has also ventured into online segment, which Suresh believes will give the label an edge over others who are yet to start online sales in India.
