dear gap: i can see that you tried to be creative, however the rainbow gradient on your list of the four things you sell doesn’t really make those items exciting. i happen to frequent your store both for your high prevalence of reliable basics and proximity to my workplace, but after reading your poorly typeset list, i feel like only boring people should shop there. and as a consumer, i don’t want to feel boring. you are at the opposite end of the spectrum from h&m. maybe the two of you should get together and meet in the middle.