The rise and fall of Gap, one of the most iconic and beloved American retailers
Looking to the future of retail, Gap embarked on a series of failed experiments including launching Piperlime in 2006.The online retailer served as an attempt to get ahead of the growing e-commerce space, but was later shuttered in 2015.
Despite accounting for a relatively small piece of the business, the Athleta brand consistently performs well. In 2018, Gap looked to capitalize on the growing menswear market by launching its own company, Hill City.Facebook/Janie + JackStill, sales continue to suffer and performance at Gap's namesake brand remains especially bleak.In February 2019, Gap announced that it would spin off Old Navy as an independently run brand.
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