Gap opens first outlet store in continental Europe

American fashion chain Gap has opened its first shopping centre store on the European mainland in Milan, Italy. Last year, when Gap opened its first Italian flagship store in the centre of Italian fashion, the chain had already announced to be interested in shopping centres.

Gap conquers “major fashion market”

The 700m² shop in Milan’s Vicolungo Outlet Center opened on 2 June and will feature a permanent collection of jeans and brand products and a seasonal collection for men, woman, children and babies.

It is no coincidence that Gap focuses on Italy, says Stephen Sunnucks, president of Gap: “Italy is an important market for Gap, as it is one of the five main fashion markets in the world. Italians spend three times more money on clothing than the average American.”

Six nations with outlet store

Gap already has 3100 stores, of which 370 outlet stores – but that last number should rise to almost 400 by the end of this year. There still is a lot of potential for Gap, admits the chain: in large parts of the world, Gap still has no presence – except for the web shop and (in Korea, the Middle-East and Europe) some franchising stores. Italy is only the sixth country with a real flagship store, along with the US, the UK, Canada, China and France.