A big name both off and online, Gap is now planning to move beyond its own brands to try and make its mark on one...

A big name both off and online, Gap is now planning to move beyond its own brands to try and make its mark on one of the fastest-growing segments in e-commerce: shoes. The company have just launched their shoe website Piperlime.com, which offers a " stylish selection hand-picked by its staff" of shoes from over a hundred top brands, plus ‘expert’ advice from celebrity guest editors- the first one being the new queen of cool Rachel Zoe.

The venture outside of its own brands shows a full-circle return to the company’s origin- selling Levi’s and other brands in the ’70s- and demonstrates Gap’s understanding of brand power, leaning on the strength of their own brand loyalty to entice consumers and helping them to shop around for the exciting buys/ best deals from a wide range of labels. At least they’re getting it right online-

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