Gap's return to British high street won’t be powered by nostalgia alone, new research shows
Just 20.9% of UK shoppers say Gap still resonates with them, according to a new study of over 1,000 people from The Harris Poll UK.
The findings come as Gap prepares to re-enter the British high street, with plans to open new physical stores alongside its existing online presence.
After closing all its UK locations in 2021, it is seeking a comeback through a partnership with Next, which will see new “store-in-store” concepts opening across select retail locations.
However, the data suggests Gap faces an uphill challenge in winning back consumer affection. 21.1% of shoppers say they have missed seeing it on the high street, and only 27.7% would be likely to shop there in the future. Nostalgia alone may not be enough to drive its revival, with only 12% of respondents saying they have missed trying on clothes in Gap stores.
When asked about the brand’s fit for today’s market, 79.1% said the retailer no longer resonates with modern consumers. Despite this, the idea that its style is “out of date” drew a more mixed response, with 13.3% agreeing but a large 86.7% disagreeing - perhaps signalling uncertainty or indifference rather than outright rejection.
One of the few areas of optimism lies in Gap’s strategy to integrate online and physical retail. 28.7% stated its return would only succeed if it combined digital convenience with in-person experiences. This suggests consumers still see value in brands that offer both immediacy and tangibility, especially in fashion retail.
Furthermore, the Harris Poll UK’s wider research shows that this shift back to physical retail isn’t unique to Gap's audience. In a recent study, 78% of consumers said being able to try on clothes for size and fit is the biggest advantage of in-store shopping, while 49% highlighted easier, faster returns as a key benefit over online retail.
Sarah Beams, Managing Director at The Harris Poll UK, says: “These figures show that Gap’s return won’t be powered by nostalgia alone. The brand is re-entering a market that’s moved on - where relevance, experience, and adaptability matter more than heritage."
"For any legacy brand looking to make a comeback, the lesson is clear: you can’t just reopen doors and expect loyalty to follow. You have to rebuild the emotional connection and show that you belong on today’s high street."
"Our wider data also shows a growing appetite for physical retail - 78% of shoppers say being able to try on for size and fit is the biggest advantage of stores, and almost half value easier in-person returns. If Gap can tap into that desire for reassurance and convenience, its comeback could capture more than just nostalgia - it could meet a very current consumer mood.”
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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