Gap and Benetton once ruled fashion—and their success ultimately led t

i 1 90678948 how gap and benetton once ruled the fashion high street

By Thomas R. Buckley 3 minute Learn

In 1969, Don Fisher was having problem discovering the appropriate measurement of Levi’s denims in conventional clothes shops. His resolution was fairly radical. Collectively together with his spouse Doris, he opened his own store, The Gap, promoting a big choice of the product Fisher had discovered so arduous to purchase.

A 12 months earlier, throughout the Atlantic, an Italian household enterprise known as Benetton had opened its first retailer, getting into the mass style market with a barely completely different strategy. Slightly than branded garments, Benetton started by promoting knitwear they made themselves.

From these humble beginnings, each Gap and Benetton went on to turn into massively profitable style retailers. At one time, their superiority inside the sector was such that they assumed the standing of “category killers“—chains so massive that they threaten the survival of smaller rivals.


A key characteristic of class killers—different well-known examples embody Toys “R” Us, House Depot, and Staples—is the handy availability of particular, reasonably priced merchandise. It’s a retail format based mostly on a transparent understanding of what it’s the buyer desires and satisfying that demand at low value.

With the announcement this summer that Gap would shut all its shops within the U.Okay. and Eire, and with Benetton now not on the frontier of cool, the concept of those manufacturers once being so dominant appears pretty unusual.

However the affect of those class killers on right now’s style business stays, with a historical past that’s nonetheless related to present main gamers like Primark, ASOS, and Boohoo at a time of big flux within the retail panorama and immense strain on established supply chains.

From the very starting, for instance, Gap had a crystal clear imaginative and prescient of its buyer base. Opening the primary retailer close to San Francisco State University, Fisher needed to enchantment to college students and the counterculture generation.

To draw them, early Gap shops additionally bought information, however these were soon dropped. Though costs weren’t discounted, they have been priced reasonably and keen enough to convince that core demographic to buy there.

Benetton, in the meantime, capitalized on its preliminary reputation by increasing quickly within the Seventies. Having multiple stores in a small area meant the corporate might dominate native markets, generate excessive gross sales quantity, and effectively handle their distribution community.

Benetton’s vivid colours [Photo: Tobias Hase/Picture Alliance/Getty Images]

Taking inventory

A key distinction between Benetton’s garments and these accessible at their rivals (usually shops) was Benetton’s vivid colours. Dyeing clothes on the final minute meant the corporate could possibly be versatile and responsive, reacting rapidly to adjustments in demand.


Additionally essential to the corporate’s success was its use of sophisticated inventory control and its group of a community of suppliers, originally located close by in northeastern Italy. With the ability to monitor inventory, and know what was promoting and the place, meant Benetton might plan the circulate of provide to shops, whereas designing and producing garments shoppers needed to purchase.

Within the U.S., Gap was transforming how Americans shopped and dressed, with a shift in focus from Levi’s denims to the ever present khakis and pocket T-shirts. Shops have been redesigned, however the concentrate on a slim line of merchandise at reasonably priced costs in handy places remained. Like Benetton, Gap’s adoption of computer systems to manage stock was essential to their superior potential to fulfill buyer demand.

In fact, different retailers sought to emulate a few of these breakthroughs. In 1975, a Spanish clothes producer, run by Amancio Ortega, opened its first Zara store. Zara’s enterprise mannequin quickly centered on satisfying altering buyer demand at pace.

Then, as the ability of expertise accelerated quickly, and commerce obstacles continued to fall, the chance for retailers to supply materials extra cheaply from Asia elevated, resulting in the formation of buyer-driven global value chains within the clothes business.

The dizzying tempo of change introduced on by these developments has led to the worldwide style business we all know right now. It’s quick (some would possibly say too quick), handy, and agile. Amazon just lately became the number one clothing retailer in the U.S., and the likes of ASOS are performing well.

Whereas Gap and Benetton laid the foundations for these adjustments, the ability of those once edgy and daring radicals has diminished. New profitable style manufacturers, like Reformation, Sezanne, and Rapanui are prone to combine on-line with brick-and-mortar retailing, and make sustainability a core half to their providing.

However the strategy of Gap and Benetton—fixing an issue, being completely different, prioritizing comfort, reacting to vary—is price mirroring for right now’s business innovators. As client consciousness of the atmosphere will increase and as e-commerce accelerates even additional, the enterprise acumen that made these corporations so profitable is unlikely to exit of style.

Thomas R Buckley is a Lecturer in Worldwide Enterprise Technique on the University of Sheffield. This text is republished from The Conversation underneath a Artistic Commons license. Learn the original article.