G A PHistoryHistory, cont.TodayMission StatementTarget MarketMarketing Mix - ProductMarketing Mix – Product, cont.Marketing Mix - PriceMarketing Mix - PlaceClosest LocationsMarketing Mix – PromotionProduct REDProduct RED, cont.CompetitionStore Layout & DesignBibliographyG A PEmily Bowden, Megan Chappell, Foster ClarkHistory•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 timeHistory, 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 ownToday•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 CitizensMission 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 gearMarketing 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 analysisMarketing 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 jeansMarketing Mix - Place•1,500+ locations in 5 countries–US, UK, Canada, France, Japan•Shopping malls, lifestyle centers•Limited marketing channelClosest Locations•Salem Centre 480 Center St NESalem • Valley River Center 219 Valley River Ctr. EugeneMarketing Mix – Promotion•Print and television advertising•Billboards•Gap credit cardProduct RED•Joint effort with U2’s Bono and Bobby Shriver to fight AIDS in Africa•Partnered with American Express, Giorgio Armani, ConverseProduct RED, cont.•Portion of Product RED merchandise proceeds go towards The Global Fund•Initially 100% African made T-shirts•Currently wide variety of productsCompetition•Intratype–Abercrombie & Fitch, American Eagle, J.Crew•Intertype–Department stores•Macy’s, Nordstrom–Online retailers•ShopBopStore Layout & Design•Free-form/boutique layout•Centrally located cash wraps•Rounders, straight racks, frontal displays•Ambiance–light, fresh, welcoming atmosphereBibliography•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
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