By  on August 3, 2010

Gap is raising the stakes on denim after a year of rebuilding what’s always been the core of the store but hasn’t been a huge draw.

Officials state denim is tracking better this year despite increased competition from Abercrombie & Fitch, Aéropostale, Buckle, Forever 21, J. Crew, American Eagle and a host of other retailers, and Gap is showing greater confidence and experimenting with new fabrics, finishes and other innovations for the seasons ahead and considering marketing some of the more forward items at higher prices as it raises the fashion bar. The strategy centers on selling in-depth jeans, priced $59.50 to $79, all under the Gap 1969 Premium Jeans label, to compete with premium jeans priced elsewhere at more than $100.

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