Gap Case Study

Topics: Retailing, Gap, Brand Pages: 4 (1103 words) Published: February 22, 2013
Gap Inc. is a large retail company owning several brands such as Gap, (including Gap Kids, Gap Baby, Gap Body) Banana Republic, Old Navy Piperlime and Athleta. The company is an American clothing and accessories retailer based in San Francisco, and was founded in 1969 by Donald and Doris Fisher. They strive to sell quality clothing, mostly the basics, for good prices. They are a leading company in the apparel retail market with 3,085 stores.

Through the five brands that Gap Inc. owns, they are able to reach several different price points, which each attract a different customer. Gap’s target market age segment includes men and women from 17-30. This includes single teenagers, young adults, and young married couples. They also try to target minorities such as Hispanics, African Americans, and Asians. The customer is generally middle-upper class and lives in urban and suburban areas. Most of them tend to be career- oriented and family oriented. They want to buy quality made basics with sophistication at affordable prices. They also offer baby and children’s clothing, which appeals to moms who shop at Gap that will buy clothing for their kids as well.

Gap offers a wide assortment of basic clothing, and work clothing. They sell denim, t-shirts sweaters, tops and accessories for men women and children. They also offer personal care products. Gap positions itself to be “Iconic. American. Inventive.” They want the consumer to view them as a retailer that offers American styles that are fashionable and unique. They strive to be purveyors of everyday fashion. The brand is founded on the goal to give customers stylish casual clothing for the right price.

SWOT analysis:
-Strong brand image: Gap is recognized globally as and American style, pop culture and emotional affinity -loyal customers (Baby Boomers and Generation Y), and a large target market -many retail stores around the country and internationally. They have 3,095 stores worldwide in the US,...
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