Transcript GapPresentation.ppt

GAP
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
• 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-isbrand 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 Tshirts, 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 NE
Salem
• 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.sht
ml.
• 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.