Foshan Nanhai Boxin Clothing Co., Ltd , https://www.boxinfushi.com
GAP, a brand that enjoys a stronger reputation internationally, recently made a bold statement: “If you don’t come, you must be wrong.†This sentiment echoes the brand’s renewed efforts to re-engage with the Chinese market. In line with this strategy, Zhou Xun, known for his laid-back and environmentally conscious image, was appointed as the spokesperson for GAP China. His selection aligns well with the brand’s vision and resonates with the lifestyle of the Chinese consumer.
While global competitors like ZARA and H&M have already captured significant market share in China, GAP is now making a late but determined entry. The brand has been working to refresh its image and connect more deeply with local audiences. As part of this effort, GAP has unveiled a new logo after 20 years of using the same design. The updated version keeps the iconic navy blue squares but introduces a lighter gradient, with the word "Gap" now presented in a clean Helvetica font, either white or black, outside the box.
The company shared the new logo on its Facebook page and invited customers to provide feedback. “We like this version, but we also want to hear your ideas,†the post read. “We’ll be listening closely in the coming days to learn more.â€
As one of the leading brands under the Gap Group, which operates over 3,100 stores worldwide, GAP continues to play a major role in the fashion industry. Alongside Gap, the group includes other well-known brands such as Banana Republic, Old Navy, Piperlime, and Ashtela. In 2009, the group generated $14.2 billion in revenue, highlighting its strong global presence. With this fresh visual identity and strategic moves in China, GAP is clearly looking to make a lasting impression once again.
August 30, 2025