G A PEmily 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

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

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• 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• “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

• 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• 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.

• 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

• 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• 1,500+ locations in 5 countries

– US, UK, Canada, France, Japan

• Shopping malls, lifestyle centers

• Limited marketing channel

Closest Locations• Salem Centre

480 Center St NESalem

• Valley River Center 219 Valley River Ctr. Eugene

Marketing Mix – Promotion

• Print and television advertising

• Billboards

• Gap credit card

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.

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

• Initially 100% African made T-shirts

• Currently wide variety of products

Competition• Intratype

– Abercrombie & Fitch, American Eagle, J.Crew

• Intertype– Department stores

• Macy’s, Nordstrom– Online retailers

• ShopBop

Store Layout & Design• Free-form/boutique layout

• Centrally located cash wraps

• Rounders, straight racks, frontal displays

• Ambiance– light, fresh, welcoming atmosphere

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.