The Gap (NYSE:GPS), the trend-setting store for the cool crowd in the 80s and 90s, has been losing ground for a while now. Reasons are many, and some, like the decline in traffic at malls — where many of the stores are located — can’t be controlled. But there is one area where The Gap can make positive changes, and it should use rival Hennes & Mauritz (OTC:HNNMY), better known as H&M, as its guide.In 2019, The Gap lost its CEO, reported declining sales, and ended the year with its shares down 31%. At the same time, shares of H&M, its trendier European peer, climbed 46%, and the retailer reported sales growth. But things weren’t always so easy for H&M, which struggled with earnings in prior years until it renewed its strategy and online look. The Gap could benefit by applying some of H&M’s tactics to target today’s audience where it wants to be: online.