Yesterday, the big news in the world of fashion was the purchase of Intermix by Gap Inc. it was definitely a shock and many of my blogger friends weighed in. Though there were/are mixed feelings about the acquisition, we all agreed that Gap has stepped it up over the past we years and this could potentially be amazing. For instance, Gap’s recent partnership with famous bloggers and their e-commerce features like We “heart” Outfits and Trends We Love. And not to mention that Gap, Inc.’s Piperlime website holds its own with designer brands and celebrity names like Rachel Zoe and Olivia Palermo.
Gap bought Intermix for $130 Million, making Intermix part of Gap, Inc.’s portfolio of brands according to WWD.
This is a surprising move on Gap’s part. Intermix stocks wearable items from luxury designers like Azzedine Alaïa, Proenza Schouler, Fendi, and so forth, catering to a decidedly wealthier and more brand-conscious customer than Gap’s other brands. And with the exception of Piperlime, all of Gap’s apparel brands manufacture their own products. Gap was obviously seeking to diversify their holdings. (Gap, Inc. is not to be confused with Gap stores — this arrangement won’t affect, say, Gap jeans.)
According to WWD, Gap’s backing will help Intermix open more stores, grow its e-commerce capabilities, expand internationally, and add more designer offerings. Intermix’s cofounder and CEO, Khajak Keledjian, and president, Adrienne Lazarus, will retain their leadership roles. In other words, the Gap-owned Intermix won’t be terribly different from the way it is now — there will just be much more of it. (Via nymag.com)
Edie Kissko, Gap Inc. spokeswoman assures Intermix fans that they will work to keep the brand as it is, “Intermix has strong brand loyalty among their customers and their vender bases,” said Kissko. “And they have trusted relationships with designers and clients that have taken years to nurture and develop. We recognize that. Their formula for success is unique, and we want to work closely with them to continue to lay the company’s growth plan but also integrate them into Gap Inc.” (via elle.com)
Considering, that Gap plans to help open more Intermix stores… I think it is safe to say that many a fashionista are excited about this news…Let’s cross our fingers that one will land in town sometime soon!
What do you think about Gap’s new venture? Do you think much will change or are you just excited about the potential opening of an Intermix near you?
By Kristianne Young