Gap expanding footprint in China; testing virtual wall technology

San Francisco --Gap Inc. reported that it will surpass 100 Gap branded stores across mainland China, Hong Kong and Taiwan on Nov. 8 when the brand opens a location in Guangzhou. The milestone--reached less than four years after the first Gap store debuted in 2010--includes Gap and Gap Outlet stores.



The retailer has also seen strong growth in ecommerce and continues to push the boundaries between the physical and digital channels, exploring the use of interactive displays that extend customers’ access to its product both in and out of store. It has been experimenting with virtual wall technology to expand its product offering to customers in current stores as well as with pop-up experiences that can be used to introduce the brand to new consumers.



“We want to lead the way in bringing omni-channel to life in China,” said Jeff Kirwan, president of greater China for Gap Inc. “It’s early days yet, but with the addition of virtual experiences both in our Gap stores and in other non-traditional locations, we hope to offer more points of access to our Chinese customer so she can shop our brands wherever, whenever and however she wants.”



The company also announced that it will expand Old Navy’s footprint faster than originally planned in mainland China, with its first locations in southern and northern China. The first Old Navy outside of the Shanghai and Jiangsu province region will open in the special economic zone of Shenzhen later this week on November 8, with plans to extend its reach even further with the first Old Navy in Beijing in December, reaching seven stores in five cities in less than a year.

The company also shared that its plans for Taiwan have accelerated with its first Gap store outside Taipei opening in Hsinchu in late November, marking the first store outside Taipei and bringing the brand to five stores in that market since opening in March.