The Shirt Dress?

I’ll stick my neck out and admit it, I’m a Gap fan. Sure, over the past 15 years, there have been more than a few trends that they’ve gotten wrong. Yes, their overall collection and target audience profile has shifted, but I tend to like them.
So here’s the latest and greatest from Gap: the Shirt Dress. Ingenious and obvious, they have taken the menswear dress shirt and converted it into a button-down dress for women. It’s sexy and sophisticated. But is it the beginning of a huge trend or even super-fad? Or, is it one of those conceptually interesting ideas that Gap misses the mark on?

The Aperture Moment manifesto is in development – but to give a sneak preview: it’s all about timing, opportunity and positioning. It’s about aligning your goals, core competencies and value proposition with the environment – a holistic and strategic perspective.
I’ll be watching Gap to see if this shirt dress flies off the rack. I’ll definitely be trying one on this weekend, however, I tend to shy away from the button-down dress.
Kudos to Gap for taking a chance.