Big news this week that Sam’s Club has begun selling some apparel from The Gap, the specialty chain that has struggled over the past few years to find its place in a retail landscape increasingly dominated by fast fashion and off-pricers. While on the surface this seems to be a win-win for both retailers — Gap gets more distribution, Sam’s get a high-profile brand to try to move upmarket a bit — I have questions on whether this is a good deal for Gap. Any store-as-brand retailer has one important unique selling proposition: this is the only place you can get our stuff. But like L.L. Bean, Casper and others before it, Gap has decided the extra sales and exposure are worth breaching that arrangement. Is it? I wonder if this is ultimately a Stupid move.
Here are more details in my new Forbes.com piece: https://www.forbes.com/sites/warrenshoulberg/2021/05/16/sams-club-starts-selling-the-gap-clothing/?sh=716978df55b9