A parade of retailers have stepped up Thursday morning to unveil their December sales results, including The Gap Inc. (GPS). The jeans giant confessed to an unexpected 3% decline in same-store sales for the month, falling well short of analysts' expectations for an increase of 2.6%.

Gap North America was hit hardest, with same-store sales tumbling 8% for the month. The only business segment to record a gain for December was Banana Republic North America, as same-store sales improved 1%.

Options players rushed to place their bets on The Gap (GPS) Tuesday, with volume rising to five times the norm within the first hour of trading. Taking a closer look at the major block trades, it looks as though one speculator is anticipating a major price swing from GPS during the next year.

Specifically, the trader opened a long strangle on GPS by purchasing 2,619 January 2012 20-strike calls, and simultaneously buying 2,619 January 2012 17.50 puts. This two-legged option strategy allows the trader to benefit from a drastic move in the underlying equity, regardless of whether the shares move higher or lower.

Call options were in heavy rotation Monday on The Gap (GPS). Within the first hour of trading, 3,350 of these bullishly oriented options crossed the tape -- about four times the expected number of call contracts. The bulk of this activity took place at The Gap's January 2011 22.50 call, where 3,031 contracts were traded. Approximately 77% of these calls changed hands at the ask price, indicating they were purchased.

However, this skew toward calls simply continues a recent trend for GPS. During the past 10 days, speculators on the International Securities Exchange (ISE) have bought to open 5.99 calls for every put on the retailer. This ratio ranks above 75% of other such readings taken during the previous year, indicating that traders on the ISE have purchased calls over puts at a faster pace just 25% of the time.

After the closing bell sounded Thursday, Gap (GPS) released its first-quarter earnings report, revealing an increase of 40%.

Quarterly income increased to 45 cents per share from 31 cents per share a year earlier and sales totaled $3.33 billion. The earnings were slightly better than the consensus estimate of 42 cents per share and sales matched expectations. The retailer also upped its full-year earnings forecast, calling for a profit between $1.77 to $1.82 per share. The top end of the forecast range falls a penny short of the Street's expectations.

The Wall Street Journal reports (subscription required) that "As part of a joint promotion between Gap Stores Inc. (NYSE: GPS) and the Big Board, traders will be outfitted with 1969 Premium Jeans from the retailer. Gap executives will ring the closing bell Friday, remotely from the company's San Francisco headquarters."

That's right: jeans of the floor of the New York Stock Exchange. It's part of Gap's effort to revitalize its image by offering more premium quality jeans -- at better prices than market leaders like True Religion (NASDAQ: TRLG) and 7 for All Mankind.

Target (NYSE: TGT) is scheduled to report Q2 EPS on August 19. TGT September & October option implied volatility of 43 is near its 26-week average according to Track Data, suggesting non-directional price movement.

Gap (NYSE: GPS) is scheduled to report Q2 EPS on August 21. GPS September option implied volatility of 47 is near its 26-week average of 43, suggesting slightly larger price movement.

Limited Brands (NYSE: LTD) is scheduled to report Q2 EPS after the market close on August 20. LTD September option implied volatility of 51 is near its 26-week average, suggesting non-directional price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See our list of the 20 top spokesperson fiascos.

Back in 2005, for Sarah Jessica Parker's 40th birthday, The Gap (NYSE: GPS) got her something brand new: a pink slip. Then they hired a 17-year-old to replace her.

Now, I've never been a fan of Sex in the City, the hugely popular TV show where Parker starred as gossip columnist Carrie Bradshow. Even though I spent my late 20s as a single woman in New York City, I spent my 30s -- when the show was hot -- as a staid married woman, with a baby either in tow or on the way most of the time. In fact, the few times I watched the steamy show, I found it so embarrassing I had to turn it off.

However, Sarah Jessica Parker and I are just a year apart in age. So it still makes my blood boil to think that the Gap (they were lucky to have her!) replaced her with 17-year-old singer (Joss Stone), right after her 40th birthday in March, 2005.

But who got the last laugh? It certainly isn't The Gap, which has seen its stock price fall nearly 25% in the past three years to a current $15.90 a share.

Gap Stores (NYSE: GPS) is expected to report EPS on November 21. GPS December option implied volatility of 41 is above its 26-week average of 32 according to Track Data, suggesting larger price risk.

Williams-Sonoma (NYSE: WSM), a home-furnishings retailer, is expected to report Q3 EPS of 24 cents on November 15. RBCM says, "Macros very difficult; too soon for longs, but scarcity value could increase." WSM November 30 straddle is priced at $2.80. WSM December option implied volatility of 55 is above its 26-week average of 38 according to Track Data, suggesting larger price fluctuations.

Daily options Update is provided by Stock Specialist Paul Foster of theflyonthewall.com.

Byron Pollitt, CFO of Gap (NYSE: GPS) is leaving the company to take the same job with Visa. While there don't appear to be any indications that he was pushed out for wrongdoing, this news is hardly bullish for investors. After all, if he left to pursue an opportunity with Visa, isn't the implication that Gap isn't such a great opportunity right now?

Consider: The job isn't a promotion -- it's the same title. And both companies are located in San Francisco, so we can't even use the "moving closer to home" explanation. No, Mr. Pollitt left because he decided he would rather work for Visa.

With Visa recently having completed a restructuring to prepare for an upcoming IPO, investors may want to follow Pollitt over to that company. If it's a better opportunity for him, it's probably better for investors too.

In a victory of hope over reason, shares in GAP (NYSE: GPS) are up 6% to $16.70 in pre-market trading. The

advance is odd because GAP's July same-store sales were off by 7%.

With the exception of its Banana Republic unit, which saw an increase of 4% in same-store sales compared to a drop of 1% in the same month last year, GAP had another rough month in the U.S. GAP North American dropped 6% on top of another 6% last year. Old Navy fell 9% compared to 5% in the same month in 2006.

GAP did announce that for the second quarter of fiscal 2007, the company expects diluted earnings per share on a GAAP basis between 17 and 18 cents.

Thomson Financial had forecast GAP same-store sales to be down 4.9%. But, the guidance must have fired up Wall Street.

Douglas A. McIntyre is a partner at 24/7 Wall St.

The Gap Inc. (NYSE:GPS) clothing store announced last week that net sales for February 2007 were up 5% to $910 million as compared to $865 million for February 2006. However, in a bit of a twist, comparable sales for that period were down 4% from the same period in 2006. The decrease in comparable sales was across the board for all North American Gap divisions:

• Gap North America comparable sales for February 2007 were down 5%, slightly better than a 7% decrease posted for February 2006.
• Banana Republic North America comparable sales were flat, which is a big improvement over an 11% decrease for February 2006
• Old Navy North America comparable sales declined 6%, still better than the 14% decline recorded in February 2006.
• International sales showed a modest 2% increase, very good news when compared to a 14% decline for February 2006.

Gap opened 80 additional retail locations between February 2006 and February 2007. The company currently has 3,135 store locations. A Gap spokesman called the results expected given the challenging retail environment for Gap and Old Navy.

Being in London for a few days gives one a perspective of how outsiders view our markets and other general trends. I had a meeting with a British portfolio manager, James, who partially specializes in US retailers. He is the co-manager of a $3 billion US growth fund for a major mutual fund company based in London. He travels to the US five to six times per year to visit companies and attend various growth conferences. He is an absolute seller of the Gap Inc. (NYSE:GPS) and is using those dollars to buy and add to his Nike Inc. (NYSE:NKE) position.

As a quick backdrop, I wrote in my book "Stop Losing Money Today" about various companies that serve a niche market, or a fad market; and companies that become absolute phenomenons. One such company that I highlighted was Nike. Nike began as a niche sneaker maker/marketer that migrated to a fad during the "joggers" period of the 70's to an outright phenomenon in the 90's as it expanded its products to apparel, shoes for men and women, and opened its extensive retail stores. Today Nike sells over $16 billion worth of merchandise.

The Gap, on the other hand, has become a has-been concept in the retail world. The distribution channels are massive for the Gap, with over 3,000 outlets representing the Gap Stores, Banana Republic and Old Navy. But they have miscalculated the fickle consumer and underestimated the competition from players like Abercrombie and Fitch. The Gap has had senior management issues (never a good sign) and has retained a senior search firm to find a new CEO. The holiday season was very disappointing for the Gap concepts.

At one time in the 1990's, the Gap Stores "was it". They owned the teenage and twenty-something markets. They really infused the nation with the comfort and casual look. But eventually, the Gap became an old and passe concept and did not keep up with changing tastes and trends.

Nike has led the athletic apparel and footwear market and has withstood the fierce competition from Russell, Adidas, Reebok and now the hot manufacturer Under Armour (NYSE:UA). Nike has consistently portrayed an image of quality yet cutting edge. Nike realized early on that the decision makers for footwear and apparel are teenagers, not parents, and they aligned themselves with major university athletic programs. The brilliance of Nike was to open the retail stores as they can control all aspects of the purchase. Customers coming in to buy a pair of shoes, invariably walk out with t-shirts and other accessories added to the purchase.

Nike has never sat pat on any of their footwear or apparel lines. They are constantly tweaking the offerings and keeping them fresh and appealing. Interestingly, both Gap and Nike sell about $16 billion of merchandise annually, but Nike is growing and solid, while Gap is struggling and unfocused.

James did confess to me that he wears Reebok shoes himself!!

Georges Yared is the author of "Stop Losing Money Today" and "Baby Boomer Investing...Where do we go from here?"

Hope springs eternal when you're a tattered-yet-venerable brand. Shares of The Gap, Inc. (NYSE:GPS) jumped to their highest point in two years when CNBC reported this afternoon that the company had hired Goldman Sachs Group Inc. (NYSE:GS). The company won't say for what, and Goldman isn't talking either. But it's unlikely the retailer hired the butchest investment bank on the Street to ask it what it thinks of its Audrey Hepburn skinny pants.

A deal in the making? Maybe. The Gap's been in a funk for a while. Holiday sales were lower than expected, and the company -- which also owns the Old Navy and Banana Republic chains, is on the record as saying it might rethink its branding strategy.

And it is a leading brand -- great name recognition -- but with really sucky fundamentals. That makes it fairly ripe for a private picking.

Gap's current team seem to be at a loss for how to recoup its retailing glory. And you don't have to be a retail analyst to see that the company has lost its way over the years. The Gap is everywhere. But have you been into one lately? Blah clothes in blah colors that are cheaply made and rather overpriced. Gap used to be known for doing the basics really well - T-shirts and jeans. Maybe a cool sweater or cute tank. Everyone fell into the Gap. What happened?

The company doesn't seem to have the answer to that question. Maybe Goldman does.

MOST NOTEWORTHY:

• Tivo Inc. (NASDAQ: TIVO) was initiated by Bear Stearns with a Peer Perform.
• Soleil Securities initiated The Gap Inc. (NYSE: GPS) with a Hold as they see limited downside at these levels but the reaction to the fall product line was disappointing.
• KOS Pharmaceuticals (NASDAQ: KOSP) was initiated with a Market Perform by Leerink Swann based on their cautious long-term approach. They see Kos' valuation in the high $40's to the low $50's.

OTHER INITIATIONS:

• Merriman initiated ChipMOS Technologies (NASDAQ: IMOS) with a Buy citing valuation. The firm believes that while the PC space has improved, ChipMOS's valuation has not reflected the change.
• Goldman Sachs initiated W.W. Grainger (NYSE: GWW) with a Neutral based on the company's lack of catalysts.
• Wedbush initiated Blackboard Inc. (NASDAQ: BBBB) with a Buy, expecting incremental revenue growth from cross-selling opportunities from the WebCT acquisition.

Research provided by TheFlyOnTheWall.com (subscription required).

MOST NOTEWORTHY:

• Morgan Stanley upgraded The Gap (NYSE: GPS) to Overweight from Underweight with a $23 target. The firm cited an improvement in apparel offerings and traction in merchandising and marketing initiatives.
• The Oil Refining sector was upgraded by the Banc of America this morning, citing the recent sell-off:
  • Valero Energy (NYSE: VLO) and Tesoro Petroleum (NYSE: TSO) were upgraded to Buy from Neutral
  • Frontier Oil (NYSE: FTO) was upgraded to Neutral from Sell

OTHER UPGRADES:

• UBS upgraded Reynolds American (NYSE: RAI) on valuation
• Foundry Networks (NASDAQ: FDRY) was upgraded to Outperform from Neutral based on their strong fundamentals in the second half of 2006.

Research provided by TheFlyOnTheWall.com (subscription required).