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G A P. Emily Bowden, Megan Chappell, Foster Clark. History. Dan & Doris Fisher opened first store in 1969 Two goals: To create an easy, memorable experience for the customer, and to offer a selection with many fits and styles.

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G a p

GAP

Emily Bowden, Megan Chappell, Foster Clark


History
History

  • Dan & Doris Fisher opened first store in 1969

  • Two goals: To create an easy, memorable experience for the customer, and to offer a selection with many fits and styles

  • The name “The Gap” refers to the generation gap between children and adults of the time


History cont
History,cont.

  • First store located on Ocean Avenue in San Francisco, California, where it sold Levi’s and records

  • Began a store-is-brand concept in 1982, and a decade later ceased to carry any other brand but its own


Today
Today

  • Single store grew into major company which oversees Old Navy, Banana Republic, Forthe & Towne, Piperlime, Gap brands and sub-brands

  • Over 3,100 Gap Inc. stores in five countries

  • Headquarters remain in San Francisco

  • 2006 Business Ethics Magazine Top 100 Company

  • 2005 & 2006 Top 30 Companies for Executive Women

  • 2007 CRO Magazine 100 Best Corporate Citizens


Mission statement
Mission Statement

  • “Gap is a brand-builder. We create emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.”


Target market
Target Market

  • Diverse group of men and women

  • 17 – 35

  • $30,000 - $60,000

  • Moderate price zone

  • Medium-sized to largely populated metropolitan areas

  • “Cool, confident, casual”


Marketing mix product
Marketing Mix - Product

  • Women

    • Jeans, pants, capris and shorts, skirts and dresses, outerwear, sweaters, shirts and T-shirts, activewear, swimwear, sleepwear undergarment

    • Accessories include bags, shoes, belts, socks, hats, cold weather gear

    • Petite and tall sizes

    • Sizes XS – XXL, 0 - 20

  • Men

    • Jeans, pants, shorts, T-shirts, polos, sweats, shirts, sweaters, outwear, underwear

    • Tall sizes

    • XS – XXL, 28 – 48W, 28 – 38L

    • Accessories include shoes, bags, belts, cold weather gear


Marketing mix product cont
Marketing Mix – Product,cont.

  • Private label

  • Exclusive distribution

  • Five stage production process

    • 1. design and merchandising

    • 2. planning and sourcing

    • 3. production and marketing

    • 4. distribution

    • 5. sales and analysis


Marketing mix price
Marketing Mix - Price

  • Moderate wholesale price zone

  • Odd, multiple-unit, and high/low pricing

  • Women’s

    • $16 tank top, $65 jeans, $200 handbag

  • Men’s

    • $20 T-shirt, $35 polo, $85 jeans


Marketing mix place
Marketing Mix - Place

  • 1,500+ locations in 5 countries

    • US, UK, Canada, France, Japan

  • Shopping malls, lifestyle centers

  • Limited marketing channel


Closest locations
Closest Locations

  • Valley River Center 219 Valley River Ctr. Eugene

  • Salem Centre 480 Center St NESalem


Marketing mix promotion
Marketing Mix – Promotion

  • Print and television advertising

  • Billboards

  • Gap credit card


Product red
Product RED

  • Joint effort with U2’s Bono and Bobby Shriver to fight AIDS in Africa

  • Partnered with American Express, Giorgio Armani, Converse


Product red cont
Product RED,cont.

  • Portion of Product RED merchandise proceeds go towards The Global Fund

  • Initially 100% African made T-shirts

  • Currently wide variety of products


Competition
Competition

  • Intratype

    • Abercrombie & Fitch, American Eagle, J.Crew

  • Intertype

    • Department stores

      • Macy’s, Nordstrom

    • Online retailers

      • ShopBop


Store layout design
Store Layout & Design

  • Free-form/boutique layout

  • Centrally located cash wraps

  • Rounders, straight racks, frontal displays

  • Ambiance

    • light, fresh, welcoming atmosphere


Bibliography
Bibliography

  • Gap Inc. (n.d.a). For landlords and developers. Retrieved February 27, 2007 from http://www.gapinc.com/public/Investors/inv_re_landlords.shtml.

  • Gap Inc. (n.d.b). How are clothes are made. Retrieved February 6, 2007 from http://www.gapinc.com/public/About/abt_howourclothesaremade.shtml.

  • Gap Inc. (n.d.c). Our brands. Retrieved February 6, 2007 from http://www.gapinc.com/public/OurBrands/brands.shtml.

  • Gap Inc. (n.d.d). Store count. Retrieved February 27, 2007 from http://www.gapinc.com/public/Investors/inv_re_storecount.shtml.


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