All companies often claim that customer feedback is invaluable to them but a very few of them act like it. However, fashion retailer Gap has proven that it is one of those rare brands that actually care about their customers. Some time back, a 5-year-old girl named Alice Jacob had written a letter to the clothing retailer about the lack of variety in their selection. Alice’s letter caught the eye of Gap CEO Jeff Kirwan and what he did next will restore your faith in humanity (and fashion).
Alice, whose love for dinosaurs, Superman, race cars and all “really cool” boys’ stuff knows no bounds, thinks all Gap has is “pink and princesses and stuff like that.” According to The Washington Post, she asked for a gender neutral clothing section saying, “Can you make a ‘no boys or girls’ section — only a kids’ section?”
Much to our surprise, Gap actually responded! The CEO of Gap, Jeff Kirwan wrote an email to Alice that is just about perfect. “You sound like a really cool kid with a great sense of style,” Kirwan wrote in his reply to Alice.
He then went on to appreciate Alice’s feedback and actually listened to her advise. “You are right, I think we can do a better job offering even more choices that appeal to everyone. I’ve talked with our designers and we’re going to work on even more fun stuff that I think you’ll like,” You can read Jeff’s complete mail on The Washington Post.
Kirwan even went out of his way and sent out a few free tees for to 5-year-old customer that she just absolutely loved. She even said that she would wear one to school the next day.
What Gap has taught us here is that it doesn’t matter how big or how old you are, every feedback is of great significance. Kirwan didn’t need to reply to a 5-year-old girl but he did, and probably made a lifelong impact in her life by teaching her the importance to standing up for what is right. Way to go, Gap!