I think the Gap had to come up with something new. It's possible they're trying to target the baby boomers next. Old Navy has been driving growth for the Gap Inc. but it's starting to slow. Its namesake Gap stores are facing market saturation, and the higher-priced Banana Republic brand is a niche concept. Banana Republic has been doing great but there's a limited opportunity to expand it further.
-Joseph Beaulieu
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