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If coronavirus showed us anything, it is that casual is the way to dress. Casual – hoodies, t-shirts, sweatpants, yoga clothes, leggings, etc. – has become the required fashion for the home and work-home lifestyle. The love of casual wear has led clothing retailers to move goods to meet demand.

In contrast to traditional work clothes, casual wear means relaxed everyday wear that is suitable for every day. The playing field balances out; It's personal, comfortable, and non-compliant unlike button-down shirts, suits, wingtips, high heels, and dresses.

Brands from across the fashion spectrum are taking advantage of the rise of casual. Land & # 39; s End has introduced a new slogan: "Let's make ourselves comfortable." Abercrombie & Fitch sells its cozy sweats and other disguised items. An Abercrombie & Fitch manager said the brand sold more casual wear as a percentage of its business. Kate Spade sells a lot of pajamas.

The risk of losing your purpose

Still, the gap hurts. Gap may be selling more casual items. And this can help, bottom line. But it's not his merchandise that really hurts Gap. Gap lost its purpose. Gap lost its connection to the legacy of democratizing casual wear. Gap was born as a brand that stood for the universality of blue jean clothing. The New York Times cites Gap's latest results as "not as bad as expected". The loophole seems to fail because of its greatest asset: the democratization of casual games.

According to his website, Gap started with a simple idea: It should be easier for everyone to find a pair of jeans that fit. Jeans have always been referred to as casual.

Don Fisher, a real estate agent in San Francisco, wanted to put jeans in everyone's closet: he wanted to democratize the availability of blue jean fashion. Mr Fisher saw an opportunity for blue jeans by devoting retail space where jeans were available in all sizes and in all styles. Everyone could find a pair of jeans that fit in size and style.

Don Fisher knew that Walter Haas Jr., the President of Levi Strauss & Co., Mr. Fisher and Mr. Haas were making a deal. Levi Strauss & Co. agreed to continuously supply Gap with Levi's blue jeans so that sizes or styles are never out of stock.

In his first store, Gap sold Levi jeans and music. A year later, in 1970, Gap started selling Levi's jeans for women. Gap had its own label until 1974, so in 1977 the store compared its jeans to Levi's. Soon, Gaps one-pocket T-shirts came in a variety of colors.

Over time, Gap lost its original connection with its legacy. Along the way, Gap was trending upwards, leaving some price space between itself and its cheaper sibling, Old Navy. The democratization of simple, casual fashion became the brand space for Old Navy. Gap found itself in a tangled middle between Old Navy and Gap's upscale brand Banana Republic, losing to its "athleisure" brand, Athleta, for stylish, elegant womenswear.

Last year, in 2019, Gap celebrated its 50th anniversary. For the next 50 years, branded business has to find a way to make the democratization of casual again its relevant differentiator in the context of this new world of disguise. Old Navy is quirky, youthful fast fashion. Gap is casual wear that is accessible to everyone of all ages.

Meet the brand democratizers

There are several brands that have focused on democratization and are helping these brands become disruptive in their category. Brand as a democratizer is a strong idea.

Henry Ford decided to build an affordable car for almost everyone. He said, “I'm going to build a car for the crowd. The price will be so low that no man who deserves a good salary cannot own one. When I'm done everyone will be able to afford one, and everyone will have one and enjoy the blessings of hours of joy with their families in God's great open spaces. The horse will be gone from our highways, the car will be taken for granted, and we will employ large numbers of men for wages. "

Henry Ford democratized the ownership and driving of cars. McDonalds eat democratized food. Aim democratized style. Clairol Democratized Hair Color.

The Franklin Mint sold "collectibles" for 50 years. The offer included die-cast aircraft and vehicles, plates, memorabilia, dolls, coins, sculptures and other works of art. The brand gave people the opportunity to own affordable art. The Franklin Mint democratized the ownership of collectibles.

The Wall Street Journal stated that one reason Gap lost sales is because Gap stores are mostly located in malls. Shopping malls are not places people want to be these days, especially since many malls are shadows of their former selves.

Most regrettable, however, is the loss of the democratization of casual gaming. Ford, Target, The Franklin Mint, McDonald & # 39; s and Gap took categories in which many people were excluded and invited them to participate by ownership. These brands have been disrupted by democratization.

A good example of democratization today is Stitch Fix. Stitch Fix democratizes personal buyers. In an interview with Emily Chang on Bloomberg TV last year, Stitch Fix co-founder and CEO Katrina Lake stated that the brand's mission is to democratize personal shopping. The brand's mission is to bring the masses in-person fashion shopping that was once the domain of high-end shoppers in high-end stores. Ms. Lake loves the way everyone can get the personalized styling help that was once reserved for the elite. The democratization of personal shopping is transforming the retail clothing industry.

Another example is Ulta Beauty, the cosmetics store. The brand's inherent message is "Beauty for All". According to a Wall Street Journal interview with Shelley Haus, CMO of Ulta Beauty, "You see not only women, but men, transgender people and differences in age, race and body type."

Don Fisher and his wife Doris loved the Gap and its opportunities for everyone. Coronavirus increased sales. But this could also be a great opportunity to reclaim your legacy.

Gap's vision of anyone and everyone who comes out of a store wearing blue jeans your particular style and size is even more important today. Gap could look back on his original vision and modernize it for the future, especially since we're told that people are "souring on sweat".

Contribution to Branding Strategy Insider by: Larry Light, CEO of Arcature

The Blake Project can help: Please email us for more information on the purpose, mission, vision and values, as well as brand culture workshops.

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand licensing and branding

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