brand experience brief: Gap Redesign

In “A Humbled Gap Tries a Fresh Coat of Pep,” New York Times journalist Stephanie Clifford reports on the venerable retail chain’s efforts to revitalize its brand.  Key to the company’s strategy is a new store design, with the first iteration recently unveiled at the Grove center in Los Angeles.  Check out my video comparing that store redesign to an “old” Gap and learn how the changes are good, but more clarity, creativity, and cohesiveness are needed.