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HOW GAP’S WAGE INCREASE BENEFITS THE BRAND

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She makes more money now than she did when this was taken. Photo: Saul Loeb/Getty


RobBre's insight:

Instead of associates just unlocking fitting rooms, stocking shelves and ringing people up, Nyrop wants to hire people who can “engage customers,” “build loyalty” and “build a relationship with a customer.” Meaning, presumably, people who are informed and care about the brand and plan to stay there for a while, as opposed to people who are just there to do the bare minimum for bare minimum pay. Lower turnover is another expected benefit: Nyrop says she wants people to see retail as a potential career, not just a job.


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