Gap has been slow to launch its online shopping portal, and recently teamed up with Asos.com to test the sale of its clothing ranges online before launching its own UK site.
The company said it would continue to invest internationally, including opening its first Gap store in China, expanding its outlet store presence internationally, and launching eCommerce ventures in Canada and the UK.
In an investor update, the retailer also said it would return to television advertising in November, following a two-year absence.
New TV commercials will be part of the company's plans to increase its marketing spending by $25 million in the third quarter and by $45 million in the fourth quarter, according to Chief Financial Officer Sabrina Simmons.
The retailer, known for high-profile TV campaigns featuring celebrities such as Madonna, recently opted for digital marketing activity to promote the ‘Born to Fit' 1969 denim range. Gap used Facebook, cinema, print and outdoor ads for the campaign.
Gap said it was ‘focused on regaining relevance with customers by concentrating on product, store experience, and creative marketing campaigns'.
Gap intends to ‘reinvent' key product categories through 2010, such as khakis and trousers.
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