Gap Analysis : The Gap Inc.

1257 WordsJan 15, 20166 Pages
The Gap began as a single store in San Francisco in 1969 managed by Donald and Doris Fisher. At first the only items sold were Blue Jeans and records; which at the time was becoming part of Americans standard wardrobes. Most importantly Mr. Fisher emphasized great prices and a good fitting jean compared to Levi Strauss & Co. As the years went by Gap Inc. began to sell more than just blue jean; specializing themselves in products for men, women, and children. The company prides themselves in casual-style and urban chic clothing which is commonly associated as American classic wear. The product line features a wide variety of casual apparel such as denim, khakis, and T-shirts; footwear, personal care products, accessories and fashion apparel. Today the company constitutes of five main brands in the marketplace: Gap, Banana Republic, Old Navy, Athleta, Intermix, and Piperlime. Gap Inc. is a widely recognized brand with a strong recognition in North America as well as breaking into the retail scene in major cities all around the world; currently operating 3,280 stores combined. The mission statement of The Gap stores is: “Gap Inc. is a brand-builder. We create emotional connections with customers around the world through inspiring product design, unique store experiences, and compelling marketing.” Among the key personnel associated The Gap’s brand identity crisis, is Millard Mickey Drexler. During the 90’s he was the CEO and was credited as the mastermind behind Gap’s positive

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