Challenger Brands: H&M vs. Gap

HOW DOES H&M BEHAVE LIKE A CHALLENGER?

Lighthouse identity — H&M is very clear in who they are. Fashion can be affordable.

Symbols of reinvention — They partner with high-fashion brands like Jimmy Choo, Versace, and Karl Lagerfeld.

They take risks — launched the “Conscious Collection”, an environmentally sustainable product line.

Sacrifice — They do one thing and they do it extremely well.

Use advertising as a high-leverage asset — They never forget the primacy of the idea. Ads are incredibly simple: high-fashion product plus low price.

2,799 big-windowed stores with navy awnings that call out: All is safe. You're in a gentrified neighborhood. Come inside and buy cotton twill.

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HOW CAN THE GAP BEHAVE MORE LIKE A

CHALLENGER?

Sacrifice — they can’t be all things to all people.

Break with their immediate past — take some risks and re-invent themselves:

• Redesign the store interiors• Make shopping a brand experience,

e.g. a traveling GAP sponsored barber shop

Overcommit — Get back to the core of the brand by honoring their American heritage:

• Collaborate with relevant American brands like Converse, Timberland, Patagonia, e.g.

• Reaffirm who they are through appropriate personality endorsements, music partnerships, etc.

Assume thought leadership — All-American doesn’t have to be stagnant. Make it relevant.