I'm going on a little news-y fashion-y rant this morning. Gap, I hope you're listening.
Piperlime is closing down. Gap has opted to close down the fashion-forward site (and NYC store) in Spring of 2015, saying that what Piperlime has to offer isn't what the typical Gap customer is interested in purchasing. (Perhaps this is true, because I would never step foot in a Gap, Old Navy, -and maybe a BR- unless I needed a white tee or khakis...nothing terribly 'fashion forward' about any of those stores.) This closing comes amid a string of other retailers choosing to close their doors - like C.Wonder, Delia*s, Wet Seal, and Kate Spade Saturday.
C.Wonder was originally launched by Tory Burch's ex-husband as a competitor to her iconic brand (talk about some real motivation to succeed), and Kate Spade Saturday was launched as a competitor to C. Wonder. Apparently the early spring/late winter closings are strategic - and depended significantly on the holiday sales. Kate Spade Saturday stores will close first, with its online store closing down sometime during the first half of the year. The Kate Spade Saturday line will be reabsorbed under the Kate Spade brand, and just marketed a more casual line. Many say that the Kate Spade Saturday line didn't reach the targeted 'younger' demographic, and wasn't consistent with the typical Kate Spade shopper -- ultimately leading to its demise.
In the case of Piperlime, Gap Inc says it wanted to focus its efforts on its other stores, including Athleta (really who shops there??). Apparently, Piperlime only accounts for 1% of the brand's sales, which shouldn't be a surprise, in my opinion. Piperlime is tailored to that shopper that is interested in looking cute and trendy, but might not want to spend $500 on something (I'm looking at you, ShopBop). Piperlime has amazing picks, and often shows looks that I don't see on other sites. And, can we talk about the new Piperlime Collection?? It's gorgeous! If I wasn't 8 months pregnant and the gigantic, I'd own it all! I would hope that Gap, Inc would see the value in having at least one brand that is not basic, and vanilla. JCrew (Gap's biggest competitor) has perfected this model, providing its Factory Line as its more 'all American' and mainstream bread and butter, while also providing its super trendy and unique looks on its main site.
It's shocking to me that Athleta isn't on the chopping block...I've never even ventured over to that site. Frankly, there are a few major brands in the world of athletic wear (although nowadays every store is launching their own line) and if you're going to buy over priced workout gear, you're probably going to LuluLemon. Or maybe you'll join Fabletics. What won't you do? Shop at Athleta.
C.Wonder was originally launched by Tory Burch's ex-husband as a competitor to her iconic brand (talk about some real motivation to succeed), and Kate Spade Saturday was launched as a competitor to C. Wonder. Apparently the early spring/late winter closings are strategic - and depended significantly on the holiday sales. Kate Spade Saturday stores will close first, with its online store closing down sometime during the first half of the year. The Kate Spade Saturday line will be reabsorbed under the Kate Spade brand, and just marketed a more casual line. Many say that the Kate Spade Saturday line didn't reach the targeted 'younger' demographic, and wasn't consistent with the typical Kate Spade shopper -- ultimately leading to its demise.
In the case of Piperlime, Gap Inc says it wanted to focus its efforts on its other stores, including Athleta (really who shops there??). Apparently, Piperlime only accounts for 1% of the brand's sales, which shouldn't be a surprise, in my opinion. Piperlime is tailored to that shopper that is interested in looking cute and trendy, but might not want to spend $500 on something (I'm looking at you, ShopBop). Piperlime has amazing picks, and often shows looks that I don't see on other sites. And, can we talk about the new Piperlime Collection?? It's gorgeous! If I wasn't 8 months pregnant and the gigantic, I'd own it all! I would hope that Gap, Inc would see the value in having at least one brand that is not basic, and vanilla. JCrew (Gap's biggest competitor) has perfected this model, providing its Factory Line as its more 'all American' and mainstream bread and butter, while also providing its super trendy and unique looks on its main site.
It's shocking to me that Athleta isn't on the chopping block...I've never even ventured over to that site. Frankly, there are a few major brands in the world of athletic wear (although nowadays every store is launching their own line) and if you're going to buy over priced workout gear, you're probably going to LuluLemon. Or maybe you'll join Fabletics. What won't you do? Shop at Athleta.
The only thing keeping me going is the prospect of major, major sales. Unfortunately, these sales will all be happening in April....right after I give birth. So, hopefully I bounce back quickly to take advantage of them!
So for now, please enjoy the slideshow below, as it will all be gone soon!
So for now, please enjoy the slideshow below, as it will all be gone soon!
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