Unlike other brands that decided to leave the local market, GAP, the renowned North American clothing brand, decided to enter Argentina with their garments in an exclusive alliance with Dafiti, the online platform that sells 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 of the last spring-summer collection, that will be offered through the platform with shipments throughout the country. Until now, the brand only had stores in Aeroparque and Ezeiza, in the hands of airport concessionaires.
There are products for youth, adults and children. The brand’s sales plan in Argentina is in addition 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 set foot in a market in which consumers have seriously deteriorated 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 fashion destination. We believe it is very important to add to our catalog a brand so desired by Argentines like GAP”, he 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 November 15 inclusive. Orders that exceed certain values stipulated on the platform, depending on the destination area, will also be able to access free shipping.
About the behavior of Argentine buyer during the pandemic, Ten 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 jumpsuits where some grew 300% versus 2019.
Dafiti forms part of 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 clothes for both adults and children, that is, that cover 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.