FBT Graduate Showcase 2026

Fashion Project: GAP

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Yashi Xie
Xinyu Shao
Shan Sun
Xuemen Ren
Chenxi Zhang

Keywords

  • Revolution
  • Revitalisation
  • Resonance

Summary

In the 1980s, GAP’s business boomed. However, as the modern world has changed in recent years, GAP has gradually lost its former status. The situation analysis model reveals its key issue – brand position confusion. In order to solve this problem, GAP needs to re-establish its market position with the Chinese market as a starting point, identify a new target audience and adjust its promotion strategy to regain its market share