1 / 17

G A P

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.

arleen
Télécharger la présentation

G A P

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. GAP Emily Bowden, Megan Chappell, Foster Clark

  2. 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

  3. 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

  4. 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

  5. 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.”

  6. 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”

  7. 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

  8. 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

  9. 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

  10. Marketing Mix - Place • 1,500+ locations in 5 countries • US, UK, Canada, France, Japan • Shopping malls, lifestyle centers • Limited marketing channel

  11. Closest Locations • Valley River Center 219 Valley River Ctr. Eugene • Salem Centre 480 Center St NESalem

  12. Marketing Mix – Promotion • Print and television advertising • Billboards • Gap credit card

  13. Product RED • Joint effort with U2’s Bono and Bobby Shriver to fight AIDS in Africa • Partnered with American Express, Giorgio Armani, Converse

  14. 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

  15. Competition • Intratype • Abercrombie & Fitch, American Eagle, J.Crew • Intertype • Department stores • Macy’s, Nordstrom • Online retailers • ShopBop

  16. Store Layout & Design • Free-form/boutique layout • Centrally located cash wraps • Rounders, straight racks, frontal displays • Ambiance • light, fresh, welcoming atmosphere

  17. 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.

More Related