A series of fashion misses, particularly in women’s merchandise, have turned shoppers away from the Gap brand toward competitors such as American Eagle Outfitters Inc (AEO.N), Urban Outfitters Inc (URBN.O), H&M, Forever 21 and Inditex’s (ITX.MC) Zara. While Gap does not expect sales to revive at its flagship brand before the holiday season as it had already ordered the merchandise until then, it is closing underperforming stores and trying to bring clothes to stores quicker.