Gap has announced plans to open its first store in China and to start advertising on TV again after a two-year break.

Updating its investors on strategic plans, the US fashion giant said that it hopes to regain market share and invest further in its online and international businesses.

It said it wants to expand its outlet store presence in its international markets and also confirmed plans to launch transactional online offers in Canada and the UK in 2010.

Chairman and chief executive Glenn Murphy said: “With our improved economic model, we’re ready to step up our investments and strategies to regain market share and expand our international platform.

Chief financial officer Sabrina Simmons said: “We are positioned well due to or focus over the last two years on delivering healthy merchandise margins, maintaining costs, generating strong free cash flow and improving our return on invested capital.”