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THE GAP: BACK TO BASICS

THE GAP: BACK TO BASICS. CASSIDY GRIMM KUMRA PJETROVIC MICHELLE DARBY SARAH JONES . BRAND DESCRIPTION. Founded in 1969 targeting younger generations Gap's hottest seller at the time was its "basic" look, which consisted of its signature blue jeans and white cotton t-shirts.

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THE GAP: BACK TO BASICS

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  1. THE GAP: BACK TO BASICS CASSIDY GRIMM KUMRA PJETROVIC MICHELLE DARBY SARAH JONES

  2. BRAND DESCRIPTION • Founded in 1969 targeting younger • generations • Gap's hottest seller at the time was • its "basic" look, which consisted of its • signature blue jeans and white cotton • t-shirts. • Gap has expanded its offerings and now offers multiple stores for a • range of clothing for men, women, and children • As of May 1, 2010, Gap Inc. operated 3,085 stores • Fiscal 2009 revenues of $14.2 billion

  3. BRAND DESCRIPTION • Marketing efforts are trying to reach out to upper class, luxury consumers is being blamed for recent problems in the company. • Promotion strategy has been blamed for the company's bust • Lack of a clear message, lost • contact with its core customers • Gap tries to position itself as a • stylish casual wear retailer with a • fair price.

  4. CURRENT PROMOTIONS • 10% off every Tuesday to Gap card members • In store sales • Holiday television and • print advertisements • Facebook page for 1969 Premium Denim • iPhoneStyleMixer application • “Recycle Your Blues”

  5. CURRENT PROMOTIONS Gap’s 1969 Premium Denim line created ads that were very similar to American Apparel ads with their white background and bold, black Helvetica font.

  6. NEW CAMPAIGN • “Back to Basics.” • Bring Basics Back to life through a • new adds that will be vintage inspired • Change the way the average person • looks at Gap! • Bring more fashion to the basic • tee, khakis, and denim • Switch thought process of the average consumer, instead of focusing on a Luxury shopper it will be geared to an average shopper, even family based • Sticking to what has worked in the past just giving it an upgrade, add life to the basics!

  7. NEW PROMOTIONS • Offer a percentage off to all • customers who become a fan of Gap • within the allotted time frame. • To get customers to remember what • Gap originally is known for we will give • a FREE basic so customers can get • “Back to Basics” • After launching a whole new campaign which will be vintage inspired • mailers will be sent out with great promotional offers. • Billboards, a commercial, and several promotional mailers • will be sent out to the public.

  8. REFERENCES • References: • Dick, P. (n.d.). 1960s: Commerce: Gap | 100 Years of Pop Culture Summary. BookRags.com . Retrieved June 10, 2010, from http://www.bookrags.com/research/1960s-commerce-bbbb-04/gap-bbbb-04.html • Gap Inc. . (n.d.). Gap Inc., Portal Web Server Index. Retrieved June 10, 2010, from http://www.gapinc.com • Manning-Schaffel, V. (2002, April 1). Can Gap Mend Its Brand. brandchannel. Retrieved June 10, 2010, from http://www.brandchannel.com/features_effect.asp?pf_id=86 • Meskauskas, J. (2003, September 17). Revisiting Retail: National Chains Online. iMedia Connection. Retrieved June 10, 2010, from http://www.imediaconnection.com/content/2024.imc

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