The Gap is an American store that as popular in the UK as it is in the US where it originated. The large affordable fashion store started off as a high end boutique, until the brand name prices started to slowly decrease, making it a more affordable luxury for many people. This said, some of the items are still considered high end, outside of sales such as jeans, coats, and more designer orientated sweaters and tees.
Most of the Gap collection is tailored to young adults and their parents as classic blue jeans and tees are easily their top selling merchandise. As the Gap has slowly become more integrated with modern fashion society, it is also now very popular among trendy parents who want to fit in with the younger generation, while still staying close to the classic looks. For this reason Gap has enjoyed steady popularity since both kids and their parents enjoy regular shopping trips together.
The Gap has integrated itself with modern pop culture since its inception, with the catchy logo of ‘Fall Into the Gap” for several years until it became successful enough to rely on its own social status for assured revenues, allowing them to forgo mainstream advertisement outside of trendy models on billboards and shop windows.
Additionally, as the Gap began to enjoy widespread international popularity it slowly started to open up specialized boutique shops such as Baby Gap and outlet stores, which further helped to propel the popularity of Gap as a household name in the UK.
Today you can find the Gap in both its own stand alone shops on high end streets in massive spaces that are comparable to department stores, or in smaller shopping centres scattered alongside other boutiques.