Behind Gap's five year launch into China

This article outlines how Gap, the clothing retailer, successfully launched in China over a five year period.

Many an international brand has headed to China with lofty ambitions of success. What many fail to realise is the sheer scale of the market and the length of time it takes for international brands to find success in China. For clothing retailer GAP – a household name in North America – launching its brand in China for the first time would turn out to be a much longer game.

"It is true that several provinces in China are the size - in terms of population or GDP - of European countries. So that gives you the scale of the...

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