Sales at US fashion giant Gap have continued to fall, with total sales in the four weeks to November 29 down 10 per cent to US$1.39 billion (£949.7 million).

Comparable store sales also fell 10 per cent for the month with sales across Gap’s international markets down 6 per cent.

Sales at its Gap stores fell 11 per cent on a comparable basis, with its Banana Republic and Old Navy fascias down 11 per cent and 9 per cent respectively.

Gap chief financial officer Sabrina Simmons said: “In anticipation of a challenging holiday season we made the decision to attract customers with more aggressive offers than last year.”

She added: “While this resulted in November merchandise margins below last year, our strategy allowed us to successfully clear through inventory in the month.”