Natalia Muscatelli
10/29/2020 11:04 AM
Clarín.com
Economy
Updated 10/29/2020 11:04 AM
Unlike other brands that decided to leave the local market, GAP, the renowned North American clothing brand, decided to enter Argentina with its garments
in an exclusive alliance with Dafiti,
the online platform that markets other premium brands such as Nike, Reebok, Hush Puppies and Puma, among others.
In the case of GAP, the brand will be installed in the local offer through the sale of a first batch of more than 20 thousand garments from the latest
spring / summer collection,
which will be offered through the platform with shipments to the whole country.
Until now, the brand only had stores in Aeroparque and Ezeiza, with the help of airport concessionaires.
There are products for youth, adults and children.
The brand's sale plan in Argentina adds to the operations it already has in other countries in the region such as Brazil, Colombia and Chile.
In Argentina, the challenge for the brand is to establish a foothold in a market in which consumers have seriously impaired purchasing power due to inflation.
But from the company they think that beyond the rise of the dollar, there is another favorable context:
there are many people who will not be able to travel abroad where they usually buy this type of brand.
Therefore, there is going to be a good opportunity, they point out.
"The incorporation of a brand like GAP responds to our objective of being the number one destination for fashion. We believe it is very important to add to our catalog a brand so desired by Argentines such as GAP," said
Carlos Diez, CEO of Dafiti Argentina.
For this launch, Dafiti will have special benefits for its customers,
with prices starting at $ 2,000 for children's clothing, $ 3,000 for adult clothing and an extra 10% off
for those users who buy from the application (app) until the 15th. November inclusive.
Orders that exceed certain values stipulated on the platform, depending on the destination area, will also be able to access free shipping.
Regarding the behavior of the
Argentine buyer during the pandemic,
Diez explains that
total sales doubled
and that there was a marked increase in demand in categories to be at home, such as joggings, pajamas and divers, where some grew 300% versus 2019.
Dafiti is part of the
Global Fashion Group
, the largest fashion e-commerce group in the world, with more than 8,000 brands and 450,000 products.
It has been present in Argentina since 2011, where it employs more than 200 people and has a wide catalog for young people, adults, babies and children.
The name of GAP arose from its founders Donald and Doris Fisher, who dreamed of having a store that offered clothing for both adults and children, that is, that
covered the generational leap in society.
It was precisely that idea that inspired the name, as GAP means "jump" in English.
With that settled, in 1969 the couple founded a small store in San Francisco, where they focused on selling Levi's brand jeans.
The success was absolute and they began to grow to unsuspected levels.
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