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Gap Launches New GapPure — But Will It Sell?

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Gap is no longer the top of the mall fashion heap — but they’re hoping the launch of GapPure might help take up some of the slack they’ve lost. Seen as the natural extension of their GapBody line of underwear and yoga gear, GapPure consists of free-flowing slouchy separates — jersey-soft Ts and knits — meant to be your go-to weekend wear. How many times can Gap re-work the basic T-shirt, you ask? If GapPure is any indication, well, a lot.

But, at a price range of $24 to $68, will anybody buy? Can GapPure compete with the myriad loose-fitting Ts and tanks now available at the H&Ms, Uniqlos and American Apparels of the world — many of which cost half that?

Gap’s been floundering since creative director Patrick Robinson was fired in May 2011, and even before that, when their standard khakis and Ts seemed to have lost touch with a consumer now swimming in retail options. Will more low-end, no-risk apparel do the trick for the ailing company? [Fashionista]

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