G A P

1. GAP 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, 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

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 NESalem

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 • 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 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.shtml. • 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.