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Gap Launches in Shanghai With Exclusive Merchandise, E-Commerce

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Gap opened its first of four Gap stores in China Wednesday night in Shanghai's Huaihai shopping center. The store currently stocks the brand's holiday collection—as well as special-edition denim:

Seventy percent of the product mix for Gap China comes from American collections, including khaki and black pant campaigns, while around 30 percent is from Japan, including slim-fitting puffer jackets and denim. All apparel has been resized for Asian body types.

Specific to China, Gap has introduced a special China Edition 1969 Premium Jeans Vintage, a replica of the first-ever denim sold at Gap stores with fabric produced on authentic looms used in the early Nineties, matte gold finish buttons on the fly with a “China Red” button at the top and traditional Gap 1969 copper oxide rivets with the addition of a single red rivet on the watch pocket. The jeans sell for 1,968 yuan, or about $289 at current exchange rates.

WWD also reports the Gap has launched its first ecommerce initiative in China—and, so far, it's received more than 300 orders.
· Gap Lands in China [WWD]