NEW YORK — Gap has a simple message this holiday season: Love accessories.
On Nov. 18, the chain is treating New Yorkers to a new retail concept — an accessories-only Gap shop called Love, to be located in a separate space adjacent to its flagship at Fifth Avenue and 54th Street. Currently, that unit houses Gap’s baby merchandise.
Love will feature the full assortment of bags, shoes, belts, pins, brooches, gloves, hats and scarves, including flower corsage pins and the scarf belts featured in its advertisements with Sarah Jessica Parker.
This is the first time Gap has offered its accessories in a stand-alone space and the company is said to be considering it a permanent move. There are no immediate plans to roll out the concept nationwide, though. According to a company statement, the name for the accessories-only shop is inspired by the most typical customer reaction to the accessories: “I Love my Gap bag.”
The 800-square-foot boutique will differentiate itself from the main flagship with a more intimate interior decor, featuring white marble fixtures, bleached white floors, oiled wood tables and a seating area with an ottoman chair. There will also be displays of vice president of accessories design Emma Hill’s design sketches. Love will also feature special packaging, like boxes and bags printed with different sound bites from the design team on the collection’s inspirations.
— Marc Karimzadeh
This story first appeared in the November 8, 2004 issue of WWD. Subscribe Today.