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With its approach to technology, Krakowsky said Gap Inc. has taken a start-up mentality to develop a viable product quickly and get it out to customers quickly. It took resource Gap just 60 days to get the dressing room app running. The need for quick action is there. Its incredible how anxious people are about the act of buying jeans, Krakowsky said. If we create confidence going into a transaction or a shopping journey in a store that something is likely to fit the way they want, then we have ultimately generated customer love.' Krakowsky said, The disruption in retail is happening in part because the technology landscape is evolving, partly because customers are evolving, and partly because the industry has not done an incredible job in making it easy for customers to engage with it. The dressing room app, Krakowsky said, is one of several items on Gaps agenda to adapt the retail experience and create a less friction-filled shopping experience. I believe if we do that effectively, we will build an engine of competitive advantage, Krakowsky said. Among other changes for the selling floor, Gap is reworking the language it applies to jean fits and how you walk someone through a denim guide on the web site, Krakowsky said. For some customers, Krakowsky acknowledged, the language has been meaningless. We have started transforming the way we present denim to women to make it much easier for them to select silhouettes. On the denim walls, its easier to find things. The efforts have included developing new signage and different product descriptions, based on input from customer panels.
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