Why Gap Will Never Be Great Again

Gap StoreGap (GPS) investors should be pretty stoked right now.

Shares of the company behind Old Navy, Banana Republic, and its namesake apparel chain have been on fire this year. Gap's stock has climbed higher in five of the past six months, notching an impressive 47.5% gain through the first half of 2012.

It's easy to fall into the trap -- a Gap trap, if you will -- of thinking that the former Wall Street darling is back. Gap was a big retail winner through the 1980s and 1990s, but things haven't been as encouraging on this side of the millennium.

A Generation Gap

The chain that seemed it could do no wrong as it outfitted trendy shoppers with denim and khakis throughout the '90s has grown stale in recent years.

The emergence of Target's (TGT) cheap-chic allure for basics and discounters Kohl's (KSS) and TJX (TJX) loading up on more stylized apparel at compelling values have slammed Gap over the past decade. The past few months of gains must feel good to investors, but long-term shareholders know better. The stock is still trading lower than it was a dozen years ago.

Then again, today's investors should neither bask in the '90s nor lament the past decade. We're living in the here and now, and surely Gap's registers must be going crazy if the stock's been on fire this year.

Unfortunately, that's just not the case.

Leaving So June?

Gap announced its sales results for the month of June this morning. Comparable-store sales clocked in flat. In other words, the average store sold just as much last month as it did in June 2011. If we compare last month to June 2010, comps have inched a mere 1% higher over two years.

Think about that. The economy's had a chance to recover, but Gap couldn't even keep up with inflation!

Now, there's a bullish counter to that slam. The culprit this past month is a stifling 14% plunge in international comps. Gap's three marquee brands are at least moving in the right direction closer to home.

Let's look at the comps for individual brands for June in North America:
  • Gap: 4%
  • Banana Republic: 5%
  • Old Navy: 1%
That doesn't seem too shabby -- even if North American comps for the Gap brand were actually negative in June of the prior year -- but it doesn't justify the big run-up that the stock has experienced this year.

It's All About Value

Gap may not seem outrageously priced at 14 times this fiscal year's earnings forecast and a mere 13 times next year's profit target. Investors are also enjoying a reasonable 1.8% dividend yield.

However, where's the growth to justify that kind of multiple? Analysts see revenue growth slowing to a mere 2.7% next year, and that's largely on the wishful assumption that international sales will stabilize.

Let's put that kind of multiple into its proper perspective. If you think that Gap at 13 times next year's earnings is a bargain, what do you make of Apple (AAPL) at only 11 times next fiscal year's bottom-line target? Apple's actually growing, with analysts seeing top-line growth of 49% this year and 21% come fiscal 2013.

In other words, Gap isn't cheap -- and that's before one begins to wonder about where it goes from here.

After all, Gap may have stood out during the designer denim craze of the '80s and the khakis revolution of the '90s, but now everybody's pretty much selling the same stuff. The reason Gap has meandered through this lost decade is that differentiation is toast with its marquee brand, and discounters are all over the Old Navy value-pricing approach.

Retail is fickle. Shoppers move on. It's time for Gap investors to do the same.

Longtime Motley Fool contributor Rick Munarriz does not own shares in any of the stocks in this article. The Fool owns shares of Apple. Motley Fool newsletter services have recommended buying shares of Apple and creating a bull call spread position in Apple.

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When we lived in Vermont the Gap store was super great! They had sales that were sales-but now where I live-the store carries very little product-and honestly their sale prices are really what the product should be priced at in the first place-This concept that childrens clothing should start at 32.00 dollars a product-with technology its doesn't cost anymore to sew childrens clothes than it does adult clothes-nor does it cost more to make a product durable-more times than not your paying for the name of the Manufacturer than the actual cost of the product. And the Mall setting that now almost every clothing store is in causes the prices to rise-Mall developers charge stores to anchor in their mall horribley high rent. Which in turn is put on the consumer. Mall's are nice for one stop shopping but we have all had to pay the price for that

July 06 2012 at 2:31 PM Report abuse rate up rate down Reply

The hell with The Gap. It's so square & boring now. Thank goodness, at least, that they haven't gone the way of A & F.

July 06 2012 at 12:18 PM Report abuse rate up rate down Reply

Used to buy much more at the gap but don't find anything exciting there. I have switched to Banana Republic, especially there good sales when everything is half off of half off. Also like the $10 coupons. Wish they would bring back the $10 Tuesdays they had a few summers ago. Used to buy something every tuesday.

July 06 2012 at 12:07 PM Report abuse rate up rate down Reply

Never was to much into the Gap....But I always buy on sale so it doesn't really matter which retailer it is I'm not going to spend 100$ on jeans when I can get them on sale later...And it has nothing to do with not being able to afford them it has to do with I don't want to be taken for a sucker by the retail people plain and simple...Obviously there's enough suckers already doing that how else do all those retail stores stay in business charging way to much money for their cheap clothes...

July 06 2012 at 11:44 AM Report abuse +1 rate up rate down Reply

Gap clothes=CRAP.

July 06 2012 at 11:35 AM Report abuse rate up rate down Reply

they wanted their colorful jeans to save the...sure the hues were great but unless the economy does not effect you, and you are used to pay $$$ hundreds on jeans ---gap -jeans at $70 bucks clocked in as affordable ...i brought my mint jeans at $20.00 and am perfectly happy as i may not wear them next year!

Gap started to get expensive---and then they forgot about basics like turtlenecks in the winter or everything became thin and inferior in quality....tissue tees get old quick! only look at sale stuff there!

July 06 2012 at 8:48 AM Report abuse rate up rate down Reply

Their clothes have gotten cheap and they are still expensive. The only way to buy anything is to buy on their discount rack. Then you get a bargain.

July 06 2012 at 8:18 AM Report abuse +1 rate up rate down Reply

When my kids were in thier early teens they wanted GAP denim jackets which were $56 each. I wasn't about to spend that at that time. A few days later we went on a picnic and stopped at a grocery store with a dry goods store attached. I saw denim jackets there for $19 which I did buy. As we traveled on the kids were checking out their jacket and lo and behold the button covers came off and shown the GAP logo on each one and they then had GAP jackets.

July 06 2012 at 7:44 AM Report abuse +1 rate up rate down Reply

Oh the Gap, they had the perfect winter leggings, all fuzzy and warm and for no apparent reason did away with them. It wasn't because they weren't selling they we big sellers. There isn't anywhere else to purchase winter warm fuzzy leggings now they did this about eight years ago or more.

July 06 2012 at 7:35 AM Report abuse -1 rate up rate down Reply

"Never" covers alot of territory. I would not want to be the person who believed the only possibility was "Never".

July 06 2012 at 12:53 AM Report abuse rate up rate down Reply