Case Study Gap

Topics: Millard Drexler, Gap, Gap brands Pages: 4 (1281 words) Published: April 26, 2013
Case Study Gap 1

Case Study Gap Inc.

Gap was established in 1969 by Don Fisher a wealthy real-estate developer and his wife Doris. He opened his first location in San Francisco, California. He partnered with Levi Stratus and created a global phenomenon in the retail industry. Since 2011, the company has established 3,248 stores worldwide. Gap operates 5 different branches: the Namesake Banner, Banana Republic, Old Navy, Piperlime, and Athleta. Gap is amongst the leading corporations in retail in the United States. Each division in Gap provides different goods for different age groups and genders. For instance, the high-end Banana Republic offers luxurious items for approachable prices. At the Banana Republic you may buy an outfit for your job and still wear that same clothes for a different occasion. As for Old Navy, It targets the low cost spenders and still sells apparels that are in style. It all depends on what you like and how much you are willing to spend.

Case Study Gap 2

When Fisher took over the business, Gap had become a total success. Although Fisher was inexperienced in the retail industry, he used well thought of tactics to ensure low prices and include a variety of jeans to sell. This led to his success. During Fisher’s control, he established his clothing to be sold to the younger crowds. These ages were 14-25. By including bright colors in the theme of his store and contracting with famous Levi Stratus, he would be able to create an empire. He sold quality jeans that were durable and cheap. The consumers could not resist the items Fisher had in store. During some time, Fishers sales decreased drastically. He then sold his stocks. This caused an outburst with the fellow investors. Fisher was then issued suits by the investors for inside trading. The suits settle in 1979 for the amount of 6million. Although Fisher was a huge role in building the core of the Gap, his sincerity has to be questioned. Soon...
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