The internet is closed for business. Ok, not the entire internet, just the Gap. We’re just trying to illustrate the absurdity of closing an online store for a redesign. Perhaps the Gap is not aware that there is no square footage limit at the cyber mall? Or maybe they just don’t have the bandwidth to keep one store open and run a store redesign on test servers until the new store is tested and ready to launch. Bottom line, this big bucks brand is closed and has been for several weeks. This following the temporary closure of their two other popular online outlets, Old Navy and Banana Republic. Both Old Navy and Banana Republic have since reopened with the self deemed “innovative” new features. Uh, not so fast. Innovative? Not so much. What do we really have here, a few copycat features like same page shopping cart views, out of stock item suppression? Hmm where have I seen that before?

Yeah not so innovative. So what makes the shopping addicts fiends at Layercake experts and such super smarty hoo haws when it comes to what a site redesign entails? Well it just so happens that the founder of Layercake.net worked as a Marketing Analyst and Product Manager for Netflix.com for nearly five years. During that time there were multiple site redesigns and complete business model changes; all done with less than a few hours downtime.

And look, the Gap redesigns aren’t even complete! Coming soon, more not so amazing features! Soon, Old Navy and BR customers will be able to use “up to two gift certificates” at once! How ’bout three? Oh, not possible? Bummer.

Shop by size? Unheard of! Just ask Macy’s.com with shop by size and brand functionality.

Or Target.com where you can even shop by color.

Oh and rumor has it that if you try hard enough you can actually get in to the Gap’s online store. If only Gap would try harder. Oh and maybe they could get on board with the rest of us and put the k’bosh on the usage of “Click Here”.

UPDATE 9-27-2005:
It’s officially a trend. More shopus interruptus. Bloomingdale’s is in the trenches redesigning their virtual store. Throwing revenue out the virtual window. Don’t forget your hardhats. Ouch.

UPDATE: 9/27/2005: We’re in!

UPDATE: 9/29/2005: Gap opens their “doors” to fanfare after receiving Layercake.net’s award for Most Boring Store on the Web! Yawn. Too bad they couldn’t get their shopping cart to automatically calculate free shipping on 100 bucks. Customers will still need to enter prehistoric in-store offer free shipping codes!! Good job!!

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