New 'marketing muscles' helped drive Gap sales: Strategist

In this article:

Shares of Gap (GPS) are surging after the company revealed first quarter comparable sales grew year over year for all four of its brands. Gap CEO and President Richard Dickson spoke with Yahoo Finance Executive Editor Brian Sozzi about the company's strategy and outlook. Dickson claims the company still has more work to do, adding, "it's not a sprint, it's a marathon."

Telsey Advisory Group CEO Dana Telsey joins Catalysts to give insight into Gap's performance and the drivers that brought customers into the company's doors.

"Where the product is new, where there is innovation behind it, where there's compelling marketing, it's resonating. And yes, it was a Gap brand, but take a look at Birkenstock (BIRK), take a look at Abercrombie & Fitch (ANF), take a look at Ralph Lauren (RL) and Deckers (DECK). All were able to drive sales increases because of new marketing muscles put behind the product, and the value pricing that some of these products have with it. Because consumers today still remain what I call squishy, they're being very cautious in where they decide to spend their dollars."

Read more about Gap here.

Watch Brian Sozzi's interview with Gap CEO and President Richard Dickson here.

For more expert insight and the latest market action, click here to watch this full episode of Catalysts.

This post was written by Nicholas Jacobino

Advertisement