Gap, 2018-2020: Managed $122M Activewear Business
Grew GapFit (Activewear) sub-brand from 9% Omni Women’s volume to 14% of the penetration through strategies that accelerated growth online, increased the productivity in stores, doubled the bra and jogger class volume, and right-sized the mix of fashion vs. basics to capitalize on hindsight data and customer feedback.
Updated assortment with productivity growth
Previous Gapfit assortment
Led GapFit to highest online sales contribution of Women’s by guiding team to optimize site navigation, improve product curation, maximized cross-selling opportunities, and made product page enhancements that increased conversion & SEO (added shop by activity, custom print shops, and improved outfitting to increase UPT).
Increased productivity by 55% in Retail channel through focusing assortment and limiting cannibalization of basics. Created a compelling destination to shop GapFit.
Doubled Bra volume through strategies that increased match-back options, maximized best-selling fabric pillars, and right-sized in-stock position in basics.
Built joggers business from 5% annual volume to 12% through expanding end-uses and fabrications to maximize versatility and capitalize on trend.