Gap Review : Is Legit or Scam? 2024

GAP is an American based fashion brand that goes with the tagline “the right fit since 1969”, advertising that the store has long been and still is the go-to destination for your every fashion piece no matter your style or size.

The big question is whether that is just an advert-speak or whether GAP actually provides the fashion products it speaks of. If the GAP does provides the products, what about its service? Does the store provide the service that we’ll expect of the go-to fashion destination (such as easy ordering, fast delivery, easy returns, effective customer service, etc)? In the first place, is the store genuine?

Yes, Gap is legit. It is not a scam because you will receive any product you ordered from the site without a problem. And they will never steal your hard earned money or credit card details.

But is Gap product genuine?

This review will examine the GAP in order to provide the information that’ll help you answer these questions and more.

GAP review at a glance

• Is an American fashion brand
• Founded in 1969, but started online shopping in 1997
• Operates about 3,500 stores worldwide
• Provides a variety of clothing and accessories for everyone in the family (men, women, kids and babies)
• Prices are very competitive
• Ships merchandise to worldwide locations
• Free shipping is provided in many markets (albeit for orders over £/ €/ $ 50)
• Free returns are offered domestically
• Customer service is available via postal mail, email, telephone, and live chat

What is GAP?

GAP is an American fashion brand that was founded in 1969 by Doris and Don Fisher. Like most retail stores, the store was inspired by a not-so-successful shopping experience – Don couldn’t find a pair of jeans that fit. Thus, the idea behind that first store was “to make it easier to find a pair of jeans”.

Thus, GAP started out by stocking only Levi’s apparel. The store had every style and size, such that a customer couldn’t go into The Gap and not find a pair of jeans that fit. It wasn’t until 1974 that Gap began to sell private label merchandise. By 1976, The Gap Inc. went public offering 1.2 million shares of stock.

Operating Model

From that one store in Ocean Avenue (San Francisco), GAP has grown to be a global fashion brand with their items in over 90 countries worldwide. GAP is now a corporation that operates 6 brands – Gap, Banana Republic, Old Navy, Athleta, Intermix, and Hill City.

GAP has a robust store network. There are over 3,100 company-operated stores and about 400 franchises worldwide; and with only about 2,400 of these in the US, not many US fashion brands can boast of more international retail outlets.

That said; GAP is, first of all, a brick and mortar fashion store. GAP debuted online shopping only in 1997, and have opened a couple of e-commerce websites to serve specific markets. The main website (www.gap.com) serves the US markets, while there are others for other markets such as www.gap.eu, www.gap.co.uk, and more.

Product

Product Range

The ideal fashion store should hold a variety of fashion products so that customers can get all their related fashion needs from one place. Getting products from one place is not only convenient but offers cost savings. The savings will come from big order discounts or from shipping one order from the one store instead of paying to ship different products from multiple stores.

GAP does very well in this regards. The company provides the full gamut in fashion, and for everyone in the family ranging from newborns to adults. The product categories in the store, as well as the items you’ll find in each category, are as follow:

Women

• Clothing – Jeans, Trousers, Tees and Tops, Shirts and Blouses, Dresses and Jumpsuits (that included midi & maxi dresses, wrap dresses, shirt dresses and more), Skirts, Shorts, Jumpers and Cardigans, Hoodies and Sweatshirts, Coats and Jackets, Swim, GapFit (Leggings, Capris, Cropped Pants, etc)
• Accessories – Shoes (Mules and Loafers, Heels and Wedges, Flats, Trainers, Sandals, Flip Flops, Boots & Booties, Slippers), Bags (Crossbody bags, Pouches, Totes, Bucket bags, Saddlebags, Convertible backpacks, Duffel bags), Socks and Tights, Scarves
• GapBody – Loungewear, Sleepwear, Bras (Wireless, Bralettes, Demi bra, Sports bra, Multiway bra), Knickers
• Special Sizes – In this section of the women category, you can shop from the “Petite Shop” and the “Tall Shop”. In each shop, you can get all product types – jeans, Trousers and shorts, Shirts and Blouses, Tees and Tops, Dresses, Jumpsuit & Skirts, Jumpers and Cardigans, and Coats & Jackets. However, we couldn’t help but notice that the special sizes did not include a “Plus Size Shop”.

Men

• Clothing – Jeans, Trousers, Shorts and Swims, T-Shirts, Polos, Shirts, Jumpers & Cardigans, Hoodies & Sweatshirts, Coats & Jackets, GapFit (Hoodies and Sweatshirts, Pants, Shorts, and T-Shirts), and Sleepwear
• Accessories – Shoes, Socks, Underwears, All the Extras (Belts, Hats, Socks, etc)

Girls

• Clothing – Jeans, Tops & Tees, Knitwear & Sweatshirts, Dresses, Skirts, Coats & Jackets, Leggings, Hoodies & Sweatpants, Trousers, GapFit & Active, Shorts, Swim, Shoes, Sleep & Underwear
• Accessories – Bags (Backpacks, Cinch Bags, and Totes), Socks, Tights, Hats, Sunglasses, Hair accessories, Shoes (Sandals, Espadrille Flats, Ballet Flats, Flip Flops, Slip On Sneakers, Hi-Top Sneakers, Slides)

Boys

• Clothing – Jeans, Trousers, Shorts, Hoodies & Jumpers, T-Shirts, Shirts and Polos, Swim, GapFit & Active, Coats and Jackets, Sleep & Underwear, Shoes
• Accessories – Socks, Shoes (Sneakers, Slides, Flip Flops, Slip-Ons, and Moccasins), Belts, Hats, Sunglasses

Toddler

These are pieces for children aged 1 – 5 years; the category is divided into Toddler girl and Toddler boy, and some of the items you’ll find include: T-Shirts & Tops, Dresses& Playsuits, Trousers & Leggings, Jeans, Shorts & Skirts, Hoodies & Knitwear, Coats and Jackets, Swim, Shoes & Socks, Sleepwear & Underwear, and Accessories

Baby (0 – 24 months)

You’ll find pieces for Newborns, baby girls, and baby girls. The particular items you can shop from the sub sections include: Baby firsts’, Mix and Match, One-Pieces, Bodysuits & Tops, Hoodies and Knitwear, Coats and Jackets, Trousers and Jeans, Joggers, Dresses and Skirts, Shirts & Polos, Swim, Sleep wear, Accessories and Shoes

Maternity

GAP is one of the stores with a robust maternity selection. In their online exclusive maternity category, you’ll find every fashion product types such as:

• Clothing – Jeans, Trousers, Nursing Tops, Dresses and Skirts, Tees and Tops, Shirts and Blouses, Jumpers and Cardigans, Coats and Jackets, Shorts and Swim wears
• Accessories – Bags, Scarves, Hats, Shoes, and Umbrellas

There’s hardly any clothing product or fashion accessory that you won’t get in GAP. It is only when you have to shop Plus Sizes that GAP will not serve your needs. Since GAP advertises as providing every fit, it was disappointing not to find a “Plus Size” section.

Inventory Size

The ideal fashion store should not only make available different types of fashion products, it should also offer a large inventory in each product section. For example, it should not be enough that a store provides dresses, but different styles of dresses should be offered. With a large inventory size, you’ll have a large selection to choose from when shopping; and you’ll be more likely to find items that match your preference and budget.

GAP does relatively well in this regards. The number of styles you’ll find in each product section depends on the particular GAP site you are shopping from. For example, at the time of writing this review, the US site (www.gap.com) held 294 dresses, while the Europe site (www.gap.eu) held over 570 dresses. Also, gap.com held over 262 women jeans, while gap.eu held over 117 coats & Jackets.  In fact, you’ll find that GAP has over a hundred different items in each product section.

Though the inventory of GAP is not the largest, it is large enough to satisfy the selection needs of most shoppers.

Prices, Promotions and Related Policies

Prices

You’ll want to find out if an online store offers good value for money. That is, you’ll not want to pay more than necessary for an item in a particular store, especially where a similar item of comparable (or better) quality can be gotten from another store for less. Thus, you’ll want the ideal online store to be reasonably priced.

GAP does relatively well in this regards. Prices in the store are not the lowest you’ll find in the industry, but they are very competitive. For example; at the time of writing this review, women dresses were priced at $34.95 – $89.95, and women jeans cost $54.95 – $79.95 (at full price). Also, most of the women’s flats, sandals, and sneakers came in under $50, while Flip Flops were available for just $7.95.

To put this in perspective, stores with prices around the $50 price mark (or lower) are generally regarded as having low and affordable prices, while the expensive stores hardly feature items priced in two figures. That said; GAP comes out as reasonably priced.

Promotions

Promotions allow customers to get items for free or for less than their (the item’s) regular prices; thus, buyers are drawn to stores that run regular promotions.

Thankfully, GAP runs a lot of promotions that take their already competitive prices further down. At the time of writing this review, the landing page of GAP websites advertised a lot of cost-saving offers. There was a “Summer Sales” offer that promised 40% off everything in the website, with another opportunity to get an extra 10% off. Another T-Shirt clearance sales offer had women and men’s T-Shirts at $8.00, while kids’ and Baby T-shirts were available at $5.00.

You’ll find different coupons that knocked off different percentages off prices. Like every promotion out there, the GAP offers are time-specific and only run within a specified promotional period. Thus, you’ll have to check the website to know what promo is running at any particular time. Alternatively, you may register for the GAP newsletter, and you’ll have first-hand information on exclusive offers. What is more, you’ll get about 20% off your next purchase for registering. This newsletter offer is also bigger than you’ll find in the industry; as most stores that incentivize newsletter registrations offer only 10% off the next purchase. That said; GAP comes out as a store that is generous with promotions.

Payment Methods

You’ll want a store that offers easy ordering and payments. In terms of payments, you’ll want support for a wide range of payment methods so that you can easily find a method that the store supports when you want to pay for your orders.

GAP supports PayPal, as well as all the popular credit cards. You can pay for your orders with American Express, Visa, Mastercard, JCB, and Discover Card. However, international customers cannot use the Discover card or Diner’s Club.

With the payment methods supported, making payment for your GAP shouldn’t be an issue orders no matter where you are resident.

GAP Visa Card

With the card, GAP is able to give its customers a lot of rewards which includes a loyalty program. In the loyalty program, you are rewarded with $5.00 for every 500 points earned. You earn points by simply using the GAP card for your purchases, whether in the GAP stores (online or offline) or in any other place that Visa card is accepted. Every $1.00 spent in the GAP brands will earn you 5 points, while any $1.00 spent in any other place Visa is accepted will earn you 1 point.

Apart from the loyalty program, some of the other benefits of the Gap card are: getting 20% off the first purchase with the GAP card; getting 10% off every time you shop with the Gap card, receiving a special birthday gift, and more.

Shipping

After placing an online order, before you can take possession of the item, it has to be moved from the warehouse/fulfilment center of the retailer to your shipping address. Thus, shipping is an important consideration in online purchases. The most important things to consider are shipping destinations, shipping times, and shipping costs.

Shipping Destinations

You can only make purchases from an online store that ships to your location, else taking delivery of the order will be difficult. In this regard, you’ll want a store that ships to many worldwide locations so that your location is more likely to be covered.

GAP does very well in this regards; as the company ships to many worldwide locations. The company has even set up websites to serve specific markets; and you’ll have to buy from the appropriate online store to have your order shipped to your location. For example, to have their orders shipped directly by the company, customers in the US should buy from www.gap.com, customers in the UK should buy from www.gap.co.uk, while customers in most European countries should buy from www.gap.eu. The European countries that www.gap.eu ships to are: Austria, Belgium, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, Republic of Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Poland, Portugal, Slovakia, Slovenia, Spain, and Sweden.

If you shop from a website that does not serve your location, it will still be processed, but the shipment will be handled by Borderfree – a third party service. Thus, via Borderfree, GAP is able to ship to many worldwide locations.

Shipping Times:

After placing an order, customers will not want to wait endlessly to receive delivery of the package; thus, the ideal online fashion store should offer quick delivery.

GAP does relatively well in this regard. When shipping to locations within the US. There are a couple of delivery options supported. There is the standard delivery which takes 3 – 5 business days; there is the expedited delivery which takes 2 – 3 business days, and there is a Next Day delivery which will get your orders to your door the day following order placement.

However, when shipping to the US Territories, only standard delivery is available, but it’ll take up to 14 business days. Also, for the expedited delivery and Next Day delivery, the order cut-off time is 3:00pm (Mondays – Fridays). This means that every order placed before 3:00 pm will be delivered as advertised. If you’ve checked other reviews, you’ll find that GAP’s cut-off time of 3:00 pm is relatively fine; as many stores in the industry cut-off expedited ordering for any day at about 12:00 pm.

When shipping to the UK from www.gap.co.uk; GAP offers a “Click and Collect” service (where you can have your order shipped to a GAP store close to you for pickup), as well as delivery to door. When having your orders delivered to your door, there are two delivery options – the standard delivery that takes 3 – 5 business days, and an Express delivery that takes 2 business days. When shopping on the European site (www.gap.eu) to ship orders to most European destinations; you’ll have only two delivery options. One is Standard shipping that takes 4 – 7 business days, and the order is the Express shipping that takes 2 – 3 business days.

When using Borderfree to ship any international order, you’ll find the applicable shipping times displayed at checkout.

Shipping Costs

Shipping costs add up to purchase cost in determining an item’s total acquisition costs. Thus, high shipping costs can easily make an item too expensive to acquire even though the item itself is deemed acceptably priced. Thus, you’ll want a store that offers shipping costs that are as low as possible.

GAP also does relatively well in this regards. The lowest possible shipping cost is $0.00, which is free shipping; and GAP offers free shipping when buying from the appropriate online store.

First, all GAP’s “Click + Collect” services (where applicable) are free. That is, GAP will ship your orders to your selected GAP store free of charge, and you’ll not have to pay any shipping fees before or when you go to the GAP store for pick up.

Also, when shipping your order to your door from the appropriate online store, you can have free shipping for orders above 50 store units (that is, £/ €/ $50.00). Where free shipping does not apply, GAP charges fixed rates as follows:

When shipping to the US from www.gap.com, standard shipping cost $7.00, Expedited shipping cost $17, while Next Day shipping cost $22.00. When shipping to the UK from www.gap.co.uk, standard shipping cost £4.00 (but free for orders above £50.00), while the express shipping takes £6.00. When shipping to the European countries served by www.gap.eu, standard shipping cost €4.00 (but is free for orders over €50.00), while express shipping cost €9.00.

The shipping policy of GAP is friendlier than that of most fashion retailers, especially in terms of free shipping. Granted, very many fashion retailers are beginning to offer free shipping; but you may find that many of these stores offer free shipping in only their domestic markets, or demand high minimum order requirements (sometimes over $100). However, GAP ships merchandise free to many locations outside their domestic market. Also, the minimum order requirement is very low. Thus, customers will not be pressured to spend more than intended just so as to get their orders shipped free of charge.

Returns

Sometimes customers can’t wait to receive delivery of their order, only to finally receive it and not be totally satisfied with what is delivered. No customer will like to hold onto an unwanted item; thus, the ideal online fashion store will allow customers to return any item that is not satisfactory.

Like any serious fashion retailers in this age should, GAP allows returns. However, return policy can be tricky; so what follows is a review of their return policy.

Eligible returns

Granted not every item can be returned to a store; however, you’ll want a soft stance in this regards so that you may choose to return virtually anything gotten from the store.

Thankfully, GAP holds such a soft stance. Whether it is because of receiving delivery of a defective/ damaged item, or you just have buyer’s remorse, you return an item from your GAP order. However, items marked final sales cannot be returned unless they are defective/ damaged.

Swimwear may be returned but must have the hygienic liner intact. You’ll find that some fashion stores will not accept returns of swimwear at all, but GAP is more lenient in allowing swimwears with unbroken hygienic liners.

However, for items that are accepted by GAP when returned must be in the condition they were when delivered. That is, they must be unworn and unwashed, and they must have all tags intact.

Return Process

You’ll not to be hindered from returning an unwanted item because of not wanting to face a cumbersome return process; thus, you’ll want a store that offers an easy return process. GAP does relatively well in this regards.

First, the company allows both in-store returns and return by mail. In-store returns allows you to conveniently take the unwanted item to the GAP store closes to you. The GAP’s in-store return offer is good in that online purchases can also be returned to store. Most fashion stores allow customers to return to stores only items purchased in the stores, while online purchases must be returned by mail to the company’s fulfillment center. However, GAP’s easy return offer allows customers to conveniently take their online purchase to any GAP store for returns. Online purchases that cannot be returned in-store will be marked “Mail only” on the product information page.

When returning items by mail, you’ll have to visit the gap site where you’ll indicate the order, give reasons for the return, state what you want (exchange or refund); you can then create and print a return label. After that you can package the item appropriately, including the invoice; attach the shipping label to the package, and then ship it to the return address on the shipping label. If you’ll rather not use the shipping label, you can send your return package to 100 Gap Inc. Direct Gateway, OH 43125.

Exchanges

Sometimes, customers return an item to a retailer, not for a refund, but to get another item in its place. Such product exchanges make the process of getting a new item faster since you’ll not have wait to be refunded before placing a new order.

Thankfully, GAP does not allow product exchanges, but their exchange policy is one of the more favorable ones around. For example, while most stores only allow color exchanges or size exchanges, GAP also allow style exchanges. That is, in most of the other stores that allow product exchange, the new item you want must be of the same style with the original item you are returning; and the exchange can only be for a different color or size. On the other hand, the scope is wider in Gap, as the store allows you to return one style and get another style as a replacement.

Return and Exchange Window

Retailers only accept returns that get back to them within a predetermined timeframe from the date of purchase or delivery. That said; you’ll want an extended period so that when you have to make returns, it’s less likely to be received by the store late and be rejected.

GAP does very well in this regards. They offer a return window of 45 days. That is, they will accept eligible returns that get to their fulfilment centre within 45 days of purchase.

You’ll notice that the return window of GAP starts closing on the purchase date; but in most stores in the industry, the return window starts closing on the delivery date. However, most of these stores allow returns within only 30 days from delivery date; but GAP allows returns made anytime within 45 days from purchase date. Since GAP will not take up to 15 days to deliver your order, it’s “45 days from purchase date” return window is more generous than the oft-seen “30 days from delivery date” return window.

Cost of Returns

You’ll always want costs to be as low as possible, and that is especially so when you are already dealing with the frustration of having to return an unwanted item.

GAP does well in this regard. They offer free returns for all domestic orders purchased from the appropriate GAP site. However, the free shipping offer does not apply to orders shipped internationally using Borderfree.

Return Processing and Refunds

GAP issues refunds via the original means of payment. This means that you’ll get the full value of the purchase in cash, and you may choose to go to another store to use the funds there for your future purchases. This is better than stores that issue refunds only as store credits, which restrict the customer from using the funds in the particular store.

Also, GAP processes return relatively quickly. Returned items are processed within a week of receiving the item, after which the refund is issued out. After which, you should allow about 10 days for your financial institution to do their thing and reflect the funds in your balance. Thus, unlike some fashion stores, you’ll not have to wait for up to a month to get refunded.

Customer Support Service

All the sophisticated technology in the world can be undone by a poor customer support service. No matter how effectively a store is structured and runs, customers will have questions, while others will have issues with orders. Thus, the ideal online store should provide for effectively handling customers’ inquiries and complaints.

GAP does very well in terms of customer support. In the “customer service” page of the different GAP sites, you’ll find answers to questions that customers have asked before. To aid navigation these self-help articles are arranged by topics such as Return & Exchange, Ordering & Shipping, Shopping Tools & Tips, International Purchases, Account, and more.

If you’ll want to directly contact a support agent of the company, GAPs support a bunch of options that include postal mail, e-mail, telephone, and live chat. GAP does not operate a central support service; rather there’s a separate customer support department for each market.

Thus, you’ll have to check the appropriate GAP site to know where you should direct your submissions. For US customers: Postal emails should be sent to Gap Customer Support, 6007 Green Pointe Drive, Groveport, OH 43125; telephone calls should be directed to 800-427-7895 (from within the US) and 614-744-3907 (from outside the US); emails should be sent to custserv@gap.com; while the live chat can be accessed from the gap.com website.

On the other hand, for UK customers: postal mail should be sent to Gap EHQ, Freepost WD 3719, Castle Mound Way, Rugby, Warwickshire, CV23 0BR, United Kingdom; the telephone number to call for inquiries/ complaints is 0800 368 0674; emails should be sent to custserv@gap.co.uk; while the live chat can be accessed from the gap.co.uk site.

With such decentralization, the customer service will be more efficient because the channels will not be crowded, and it is even made better that there are many contact options available for getting help. Also, response time is relatively fast, and responses are usually very helpful.

Is GAP legit?

Gab is a legitimate site. It is not a scam. There are just too many scam stores in the online spaces for a buyer not to be concerned about walking into one. Given that getting ripped off is just one of much undesirable consequence of going into a scam store, using a legit store for your online fashion purchases is a no-brainer.

However, using a legit store starts with identifying one, which is not too difficult if you know what to look out for.

Our first check of legitimacy is usually legality. In this regards, the GAP ticks the box. The company which trades as Gap Inc. is not just fully a registered company, but a corporation with a couple of other companies under its wing. Also, as a public company, Gap Inc trades in the New York Stock Exchange (NYSE). In the least, this makes GAP a 100% legal company. Suffice it to say that no scam store will be incorporated or be listed in a Stock Exchange.

Another check of legitimacy is visibility and recognition. GAP ticks all the boxes in this regards. With a robust store network, the company is one of the more recognizable brands in the fashion industry. Gap has run very public campaigns that have attracted industry recognition. For example, the company got an award in 1998 for its “Khaki Swing” campaign. Suffice it to say that scam stores hide under the covers, and will not be so awarded by industry watchers.

The ultimate check of legitimacy is the fulfilment of orders. This is because it will not mean much to customers that a company is legal if they (customers) will not get the items they pay for. That said; GAP ticks also tick this last box. Gap’s total 50 years operating record (and about 22 years of e-commerce operation) is one pointer. Suffice it to say that a company that does not fulfil orders cannot stay in business for that long. Moving to the online customers’ review platforms, you’ll find a lot of comments showing that not only do customers receive their orders, but the delivered items are largely functional and fit for purpose.

Therefore, that Gap is a 100% legal company, recognized by industry watchers and with a rich history of fulfilling orders, there is no doubt that the company is legit.

Is GAP safe?

Gap is also safe. While a legit store will not rip you off, if it isn’t safe, it will expose you to other online fraudsters because it’ll leak out sensitive information that you share with it such as credit card details. Thus, the ideal store while being legit must also be safe.

Gap also comes out as a safe store. The company says it uses physical, electronic, contractual and managerial safeguards to customers’ data. The electronic safeguards include the use of encryption technology to protect data as it is being transmitted in the channels.

Though, other details of the safeguards employed are not provided; the fact that Gap has not suffered a data breach in decades of operation gives confidence that the store is safe.

Summary

GAP started a store where you’ll find every style and size of Levi’s but has evolved into a fashion conglomerate where you’ll find every style and size of fashion products. Except you’re in the market for plus sizes, you can head to GAP and you’ll find all clothing types and sizes for men, women, kids and babies. Not offering plus sizes would not have been much of an issue, but it is because GAP advertises as providing every fit.

Their inventory is relatively large in each product section ensuring that you’re more likely to find something that you like and that fits your budget. You’ll also get value for money in GAP because their prices are some of the most competitive in the market, and they offer a lot of huge cost saving opportunities.

Free shipping is available with a low minimum order requirement, free returns are also available in many markets with a generous return window; and if you have to contact customer support service, different channels are supported.

Pros:

• Provides items for everyone in the family, which include men, women (including maternity items), and kids (including toddlers and newborns)
• Provides a wide range of clothing products and fashion accessories
• Holds a relatively large inventory of each fashion product
• Prices of articles are very competitive
• A lot of huge cost saving offers are available
• Ships merchandise to a lot of worldwide locations
• Free shipping is offered (which also applies to a lot of international markets)
• Minimum order requirement to get free shipping is a low £/$/50
• Offers a generous return window (which is 45 days from the purchase date)
• Online purchases can be returned in-store
• Product Exchanges are allowed (which include style exchange; not just colour exchange and size exchange)
• Offers a rewarding loyalty program
• Customer care service is decentralized; and a lot of direct contact channels are supported (postal mail, email, telephone, and live chat)

Cons:

• Plus Sizes are not offered