According to reports published online clothing retail giant Gap has collaborated with noted fragrance company Givaudan. The end result is the fragrance Close for women, which in the opinion of industry analysts embodies the basic style of Gap. Even the bottles design reflects the idea of no frills aesthetic.

The company’s creative director, Patrick Robinson was quoted as saying of the new offering, “`My team is constantly reworking our formula to keep Gap cool and relevant… Being sexy is part of that lifestyle, and that was the first criteria for this fragrance.”

Gap also plans to take its brand online by creating its own site for customers. The company revealed that the website will be launched in 2010.