Barbara, Nicole, Rebecca, Amanda & Yifan

1. Barbara, Nicole, Rebecca, Amanda & Yifan

2. GAP Inc. • Leading global specialty retailer • Offers clothing, accessories, and personal care products for men, women, children, and babies • Brands include: Gap, Banana Republic, Old Navy, Piperlime, and Athleta • Our focus is on the partnership of the Gap and GQ Magazine

3. The Retail Initiative

4. The Retail Initiative • The Gap is paring up with GQ’s 6thBest New Menswear Designers in America program • This initiative seeks to promote the most talented designers of men’s fashion to design pieces for the Gap’s special, limited-edition collection • Not only does the Gap benefit from this partnership, but they providing the designers with the exposure to a broader national audience

5. The Retail Initiative • Apparel and accessories sold in the special, limited-edition menswear collection for the Gap throughout the fall season • Sold in the Gap’s larger retail stores, as well as on their online website“Away for the Gap to maintain an image of casual American style”. – Mark Breitbard, Head of Merchandising, Gap North America • “Men trust us to bring them the best in casual American style, and these emerging designers will bring their unique points of view and innovative ideas to our fall collection.”

6. Target Market • The target market can be described as the customer group sought by a retailer . • A firm can use one of three techniques: • mass marketing: selling goods and services to a broad spectrum of consumers • concentrated marketing: zeroing in on one specific group • differentiated marketing: aiming at two or more distinct consumer groups, with different retailing approaches for each group

7. Target Market • GQ magazine focuses on fashion, style, and culture for men • “Look Sharp, Live Smart”

8. Demographics The Gap • Female • Ages 25-34 • Children & or family • College/Grad school graduate • Average income $100k-$150k • GQ Magazine • Male • Ages 25-45 • Full time • Professional/Manager • Average income $130k

9. Strategy Mix Product: Clothing retailer which has apparel for men, women, children. Maternity and sleep ware, shoes, outerwear, accessories, personal care products.Price: Moderately priced in department stores with lower priced outlet storesLocation: 3248 locations globally. Department stores, retail outlets and online shopping.Operations Management: Environmentally responsible and focused on the well being of employees

10. Strategy Mix • Communication: Massive ad campaigns. Always redefining the image.http://www.businessinsider.com/gap-advertising-campaigns-2011-5#first-lets-remember-gap-in-its-heyday-1http://www.businessinsider.com/gap-advertising-campaigns-2011-5#when-that-didnt-work-gap-tried-to-reign-in-even-more-star-power-4

12. Positioning • Positioning is the strategy that is portrayed by the company that projects an image that is relative to its retail category and its competitors and that elicits a positive consumer response. • The Gap fits the description of niche retailing ”when retailers identify specific customer segments and deploy unique strategies to address the desires of those segments rather than the mass market.” (Berman et al, 2006)

14. Analysis • This is a very important initiative for Gap with the recent 19% profit decrease and the closure of one fifth of it’s retail stores • This partnership does fit with Gaps target market • There may be some implications, however we believe this initiative will be successful overall

15. Conclusion • In closing, we believe The Gap’s partnership with GQ Magazine will ultimately benefit both companies. Gap will provide international exposure for both GQ Magazine and the six chosen finalists, while The Gap will receive alternative customers and innovative designs that will help them reach their desired target market

16. Thank you