Gap targets Gen Z with the launch of Gap Teen

By

Gabriella Lacombe

Published
May 5, 2020

Gap Inc.'s namesake brand is targeting a new age group with the launch of Gap Teen, a collection of apparel for Gen Z girls made with sustainability in mind. 

With a focus on denim, the collection offers a range of hoodies, shorts, tops, skirts and more, all made using processes that "save water and reduce waste," Gap said, tapping Gen Z consumer interest in sustainable products.

Select pieces from the debut collection are made with 100% organically grown cotton and Lenzing EcoVero, a fiber made using pulp from renewable wood sources. Others are made as part of Gap's 'Washwell Program' that uses at least 20% less water than conventional wash methods. Meanwhile, some items are made in a factory that runs the Gap Inc. P.A.C.E. (Personal Advancement & Career Enhancement) program, the company's educational program that helps women workers develop new skills to advance in work and life.

According to a study by First Insight, 73% of surveyed Gen Z shoppers - those born roughly between 1995 and 2015 - -said they would pay more for sustainable items, and the majority of Gen Z shoppers said they would be willing to spend an incremental 10% or more on sustainable products.

Available in teen sizes sizes 8-16, the debut Gap Teen collection's prices range from $16.95 to $64.95. 

This week, Gap parent company Gap Inc. announced that it is delving into additional new categories by appointing IMG as its first-ever exclusive multi-brand licensing representative. 

Amidst these explorations, Gap Inc. is on rocky ground. In late April, the company announced that it had suspended rent payments for stores that have been temporarily closed in response to the Covid-19 pandemic, and warned that it may not survive the next 12 months, as coronavirus shutdowns wreak havoc on the retail world.