Gap is back. The newly remodeled, and in some cases expanded, Gap stores in the metro area have a new look and a merchandise mix tailor-made for Colorado.
After being closed for three months, Gap recently reopened seven of its metro-area stores. The new environment features stores divided into “rooms,” lounge areas, dressing rooms with call buttons and bottles of water. Better yet, Denver’s getting a gussied-up version of Gap, more of the megachain’s best merchandise.
The company chose the Denver area to test its new retailing ideas because this market is “fashion savvy and rooted in denim,” says Dottie Mattison, vice president of merchandising, who was in town for the reopening of the stores.
Mattison led a tour of the 20,000-square foot FlatIron Crossing Gap, which now has a maternity department (and nursing room) included in its Gap Kids department; a men’s department that’s broken up into weekend, work and going-out sections to make shopping easier for guys; a large women’s section with beefed-up accessory and trend areas, and, best of all, a Gap Body department with the carpeting and softly lit ambiance of a specialty lingerie store. Striped bathing suits and tankinis, beach tunics and cozy terry coverups are among the summer-ready styles. Cropped cotton pants could double as sleepwear and beach wear. Underwear, bras and camisoles fill the back of the store.
Some Gaps have changed what they carry. For example, the Pavilions Gap downtown no longer sells children’s wear. But the men’s and women’s departments are bigger. Meanwhile, Cherry Creek now offers Gap Body, as well as expanded areas for men’s, women’s and kids’ clothes. The baby, kids and maternity section opens May 6.
Denim is Gap’s mainstay, and a range of new fits and fit specialists will be helping Denverites find the perfect pair, Mattison says. Women can choose from original, curvy or straight fits, and guys have straight, loose, original, relaxed and worker cuts. A range of finishes are available, from dark rinse to antique, which looks like it has spent years fading and softening.
All the local stores also carry the company’s 1969 jeans, named for the year Gap was founded. Those jeans, $78, are typically reserved for the big urban stores. Extra denim stock is stacked on movable shelves at the back of the store so clerks can easily locate needed sizes.
Shoppers also will find items exclusive to Denver stores, including men’s hooded sweat shirts featuring the words “Wash Park” or “LoDo Denver” in old school letters. The items, $54.50, are part of a limited edition of pieces that will include graphic T-shirts. (If you find one you like, buy it, because the LoDo hoodies were gone within a few days of being offered at the Pavilions store, a sales associate says).
Since the Gap stores reopened with brand-new merchandise, they got early delivery of summer goods, says Rebecca Weill, public relations director. White jeans, layering tanks, peasant skirts and cotton dresses in shades of white, turquoise and brown are among the new styles.
Jewelry will be introduced to the local stores by mid-June, Mattison said. An expanded assortment of accessories, including jeweled sandals and metallic tote bags, are already on the shelves.
Staff writer can be reached at 303-820-1697 or sbrown@denverpost.com.
