Gap is now positioned as a lifestyle brand, not just a clothing manufacturer.
Gap and Walmart have officially announced a long-term partnership. The partnership introduces the first Gap Home collection, which includes various furnishings, decor, and other home improvement products.
Gap became the first fashion retailer to partner with Walmart on home furnishings. The Gap Home collection will be available for purchase only at Walmart; customers can purchase the products from this collection exclusively on the official website of the chain of hypermarkets. Shoppers will buy bedding, bath accessories, dishes, textiles, and other mid-priced products in classic designs in traditional styles and colors. Gap Home will be available beginning June 24.
For Gap, this move is an entry into a new product category for the brand. The company, which, like many retailers, experienced difficulties during the pandemic, decided to expand the scope of its activities and focus on the products that are in high demand now: a variety of products for creating comfort and furnishing home space. For the brand to bet on the development of Gap Home was a step toward changing its positioning; instead of a fashion brand, the company plans to master a more comprehensive "title" of a lifestyle brand.