gap hires euro design team

Gap is making efforts to combat the European disinterest in their clothing by using designers in london rather than in new york. Business week says:

The retailer’s American look isn’t drawing enough buyers, so it’s launching a London design studio to tap into European tastes

Gap, the all-American casual clothing brand, is adding some local flair to its European business. In a bid to boost sales in its British and French stores, the San Francisco company is for the first time hiring designers to work on the ground in Europe instead of in New York with its core design team. The 30-person crew will work in London and should start rolling out its first items to European stores in mid-2007.

Gap Tries on European Style