1. Emily Bowden, Megan Chappell, Foster Clark
G A P
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,
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 NE Salem

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 Intertype
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
Gap Inc. (n.d.b). How are clothes are made. Retrieved February 6, 2007 from
Gap Inc. (n.d.c). Our brands. Retrieved February 6, 2007 from
Gap Inc. (n.d.d). Store count. Retrieved February 27, 2007 from