November 24th, 2022, Lesley Simeon
Gap has officially made its way to Amazon. As the retailer looks to revive itself, customers will now be able to shop for brand basics like hoodies, t-shirts, jeans and sleepwear on Amazon Fashion. The collaboration extends to other items as well, such as nursery furniture and other baby products.
Products on Gap’s Amazon store will be available to consumers through the latter’s Amazon Prime membership service – but how popular is the marketplace or its membership scheme among Gap’s regulars?
When it comes to online brands, data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – shows that 64% of Gap’s current customers visited Amazon in the past 30 days. A little over half of Gap’s regulars (54%) visited Amazon Prime. Numbers for the general US population are not too different – 48% of Americans visited Amazon Prime in the past 30 days.
When it comes to shopping for clothes and shoes, a significant section of both Gap’s current customers as well as the general US population could take to the retailer’s Amazon store. About 25% of Gap’s customers buy such items mostly online and 7% of them complete all their clothes and shoes purchases online. 25% of the general population also buys such items mostly online, while 12% complete all their clothes and shoes purchases online.
According to Profiles, 4.4% of the general US population has purchased clothing and apparel from Gap in the last 60 days.
Gap isn’t a luxury brand, but it isn’t a discount retailer either. For the retailer to make its way to Amazon - which is primarily associated with value, rather than exclusivity and which registers a Value score around three times higher than Gap’s according to our tracking tool, BrandIndex - which tracks consumer sentiment towards thousands of brands daily - it'll be interesting to see whether Gap can successfully sell on Amazon’s platform without its perception changing.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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