SHANGHAI: When Gap Inc began an online campaign ahead of the launch its Old Navy label in China, the iconic US clothes retailer posed an important question to its potential Chinese consumers: have you heard of Old Navy? Only a few had.
Brand awareness is one of the uphill battles Gap faces in China as the U.S. firm looks to increase its stake in the world's second largest clothing market, where it lags rivals H&M , Japan's Uniqlo, owned by Fast Retailing Co Ltd and Inditex SA's Zara.
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