A Perspective on Gap’s Recent Announcement to Sell on Amazon’s Marketplace

Spieckerman Retail, President, Carol Spieckerman provides her perspective on Gap’s recent announcement to sell on Amazon’s marketplace. What is the impact of this on the strategy for big brand eCommerce launches of proprietary marketplaces? Amazon’s marketplace has become so popular that even big brands are turning to it instead of building their own.

Carol’s Thoughts:

“Can something be smart and desperate at the same time? I think that might be the question here. But either way, gap partnering with Amazon isn’t necessarily a bad thing. One of my top retail trajectories is that brand ubiquity is the new exclusivity. In other words, brands have all kinds of options these days, and the smart ones are pursuing more than one at a time.

Gap’s store fleet, and physical presence, have been greatly reduced since the days when they had hundreds of stores and there was one around every corner. So if they’re gonna partner with an online marketplace to fill that hole, why not go big or go home? Not to mention the fact that Amazon drives search and reviews and brand awareness that’s critical to driving traffic to gap’s own e-commerce platform and its stores.

And speaking of going big, when Gap decided to branch out into new, a new category of home goods, who do they partner with? Walmart. So this isn’t exactly unprecedented. But make no mistake, it’s not a replacement strategy. The Amazon partnership isn’t meant to replace any of Gap’s other channels. It really is an augmentation and expansion strategy.

And on the brand Integrity front, some folks have been saying that Gap is losing control of its brand by partnering with Amazon. Keep in mind that third-party sellers are already selling GAP products on Amazon’s platform. So it’s not like this is a big coming-out party on Amazon for Gap. You could even say that it has Gap taking more control of its brand on that platform by making it official and being more intentional about its presence there.

So I wouldn’t necessarily call this a death spiral for Gap, but it might be a last gas.”

Follow us on social media for the latest updates in B2B!

Image

Latest

panasonic pt-rq18 laser projectors
Rentex Welcomes the Powerful Panasonic PT-RQ18 Laser Projectors!
June 23, 2024

More Panasonic PT-RQ18 laser projectors with cages have just arrived at Rentex. As the exclusive subrental provider of the RQ18, Rentex offers this state-of-the-art projector, known for its 16,000 lumens at 208v and 15,000 lumens at 110v. The PT-RQ18 is the smallest and lightest 16,000 lm 3-Chip DLP™ 4K projector in its class, delivering unparalleled…

Read More
DMX Controllers
Rentex Unveils Jands DMX Controllers and Cases for Rental!
June 23, 2024

Rentex has just added the cutting-edge Jands DMX controllers and sturdy cases to their rental lineup. These high-performance controllers deliver precise lighting control, perfect for making any event unforgettable. The durable cases ensure your gear stays protected, ready to perform wherever your gig takes you. Rentex continues to provide top-tier AV equipment for all professional…

Read More
panasonic th-55eq2 4k monitors
Panasonic TH-55EQ2 4K Monitor Gets the Royal Treatment!
June 22, 2024

One of the Panasonic TH-55EQ2 4K monitors is currently undergoing a meticulous quality check at Rentex. This 55″ professional display features 4K Ultra HD resolution, ensuring stunning image clarity and color accuracy. The Rentex team ensures the monitor meets all performance standards and is in perfect condition for its next rental. This process underscores Rentex’s…

Read More
panasonic uc4000 4k eng camera
Panasonic UC4000 4K ENG Camera: QC, Process, and Storage
June 22, 2024

The Rentex team is conducting a thorough quality check on the Panasonic UC4000 4K ENG Camera, ensuring it meets our high standards. This comprehensive process includes checking for any necessary repairs and optimizing the camera’s performance. Once maintenance is complete, the camera will be meticulously stored, ready for its next rental. Rentex’s commitment to quality…

Read More