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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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