Does Colette Bridge the Gap?

New York's constant affirmation of its importance as a global fashion capital--never louder than during Fashion Week--can sometimes make the city seem, well, a little insecure about its fashion cred. But you can't entirely blame New York--Paris, after all, invented chic.

So it's not surprising that one of New York's most boring stores, the Gap flagship on Fifth Avenue at 54th Street, has imported a little Parisian fashion excitement to raise its profile--and ring up some much-needed sales--this week. The $15.4 billion chain that tries to sell as many jeans and khakis to as many people as possible has partnered with a small rue Saint-Honoré boutique that thrives on rare, cutting edge fashion and design.

Their collaboration debuted today to an eager crowd of 50 shoppers lined up along Fifth Avenue for the 10 a.m. opening. Some tattooed 20-something trendoids at the front of the line even claimed to have camped out overnight to be the first to get their hands on these ultra hot imports.

To maximize its fashion moment--and stir interest from curious passersby--Gap only allowed ten customers in at a time. They entered a tiny, industrial chic space pulsing with music and light. The white walls sported shirts playing on the Paris meets New York theme with cheeky takes on a "Je T'Aime Paris" souvenir T-shirt. Shelves were stocked with easy-to-grab items such as candles and i-phone cases. (Colette also carries some items from American lines deemed cool enough, like A Bathing Ape and Kiehls.)

"I always wanted to go to Colette in Paris and this is as close as I can get," said New Yorker Oliver Klein, 17, outside the store, which will be open until October 5. He rarely shops at Gap otherwise.

Asked if the partnership with Colette made the Gap seem cooler, Klein broke into a smile. "Yeah. Definitely."

Gap needs all the cool it can get this fall as it struggles to boost sales and earnings--just two days ago it reported that August same-store sales were down 5 percent versus last year. Quick hit designer collaborations have worked well in the past, and shoppers left the store Saturday with bags. But the first few customers simply walked away along Fifth Avenue, rather than venturing from the pop up store into the nearly empty Gap flagship next door. That's the problem Gap has to solve--pulling customers in, day in and day out. Gap's new designer, Patrick Robinson, who shows his spring looks later this week, needs to deliver designs that makes American stalwart Gap a steady shopping destination after the frisson of a French fashion influx fades.

by Catherine Curan

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