US fashion brand Gap has switched on a dedicated Australian website, expanding its local retail presence following its return to the market earlier this year.
The new digital channel, which went live today, 19 August, offers Gap’s core ranges alongside an expanded denim assortment, including new silhouettes such as culottes, capris and the Straight Taper Jean, as well as established styles including Low Rise Long & Lean, ’90s Loose and Baggy Jeans.
The launch follows Gap’s return to Australia in April, two years after the brand shut down its local website and eight years after closing its only two Australian stores.
Gap appointed local brand distributor Fashionata to oversee its Australian operations, with the relaunch initially rolling out across 27 Myer stores nationwide and Myer’s online channel. The brand has also recently expanded its local distribution to The Iconic.
Fashionata manages a portfolio of brands in Australia, including undergarment labels Ginia and Spanx, and clothing brands Hanro and Joe’s Jeans.
The dedicated website gives Gap another direct channel through which to engage Australian consumers, alongside its growing network of physical and third-party retail partners.
Founded in San Francisco in 1969, Gap has built a global fashion presence around denim and casual American style.
