By Melissa KreitnerThe Daily Northwestern
Longtime competitors Gap and Levi’s will meet once again, this time in Evanston.
A new 2,000-square-foot Levi’s store will open this spring at 808 Church St., less than a block from the Gap at 1706 Sherman Ave. The store will open with the spring collections for men’s and women’s clothing.
Levi’s Publicity Manager Melissa Ladines said she didn’t think Levi’s would have trouble attracting customers.
“I don’t really think it’s much of a competition because we (Levi’s) specialize in the best denim out there,” Ladines said.
Some Northwestern students expressed interest in visiting the new Levi’s store.
“I’ll probably go and check it out. I think it’s predominately jeans, whereas Gap has more of a variety,” said Communication sophomore Amy Mills.
Students said they go to Gap for the fundamental pieces of clothing, but not necessarily for jeans.
“When I shop at Gap, it’s for basic T-shirts,” Weinberg freshman Clare McNeely said.
But McCormick sophomore Matt Dabrowski said he thinks Gap is changing its strategy. Dabrowski is co-director of the Institute for Student Business Education’s financial services group.
“I think they’re trying to appeal to a new group of consumers,” Dabrowski said. “Gap is trying to go more youth-oriented and to steer away from low-end clothing.”
When Gap first opened its doors in San Francisco in the summer of 1969, the store sold records and Levi’s jeans. Gap continued selling Levi’s jeans until Gap developed its own line 16 years ago.
“We wanted to bring our own style of aesthetics,” said Greg Rossiter, Gap Inc.’s director of corporate communications. “We felt we could provide jeans with a great style and fit.”
Gap is experiencing some changes within its parent company, Gap Inc., which also owns Banana Republic, Old Navy and Forth & Towne. The company has lost three employees in top management, including its CEO, Paul Pressler.
“The retail industry includes a fair amount of turnover,” Rossiter said.
Gap also reported a decrease in sales in most of its stores last year.
Gap’s recent involvement with the (PRODUCT) RED campaign has helped get people in the door. The company launched the (PRODUCT) RED clothing and accessory line for men and women in fall 2006. Other companies participating in the campaign include Motorola and Apple.
One-half of (PRODUCT) RED’s profits are donated to help eliminate AIDS in Africa.
“Gap brands have become the world’s most well-known brand due to terrific quality, great fit and good price,” Rossiter said.
Reach Melissa Kreitner at [email protected].