Brazil 2013

Oí Brasil… I AM 2016

Oí Brasil… I AM

Oí Brasil… I AM

Oí Brasil… I AM 2011

Oí Brasil… I AM GAP INC.

Oí Brasil… I AM GAP Iconic. Inventive. American.

Oí Brasil… I AM Global Apparel Industry In 2014, the industry is forecast to have a value of $1,162.8 billion an increase of 12.7% in 5 years Source: Data Monitor, 2010 Demand in Emerging Countries is Rising

Oí Brasil… I AM Expanding to Latin America Chile 2011 Colombia 2012 Brazil 2013

Oí Brasil… I AM Why Brazil? Economic Growth Demand Growth FIFA 2014 & Olympics 2016 American Culture Fit

Oí Brasil… I AM Competitors

Oí Brasil… I AM Target Competitors

Oí Brasil… I AM Marketing Goal Successfully enter the Brazilian market, thereby increasing the profitability of Gap as a global brand. Marketing Objective 10 apparel companies in terms of market share in Brazil by September 21 st 2013 Flagship store in Sao Paulo 6 month later Rio de Janeiro Brasilia 2016 Top 10 in Brazil

Oí Brasil…. I AM Core Strategy Rule of 3: 3 stores in 3 big cities in 3 excellent locations Sao Paulo Sao Paulo – September 2013 Rio de Janeiro Rio de Janeiro- March 2014 Brasilia Brasilia- March 2014

Oí Brasil…. I AM Strategic Alliances Contract with Brazilian flip-flop company, Havaianas - Havaianas by Gap A new, younger, trendy line designed by Brazilian designer, Alexandre Herchovitch- I am Gap by Alexandre Herchovitch

Oí Brasil…. I AM Targeting and Positioning “Classic American style, everywhere” Gap wants to be the premier seller of the American style while creating local ties in Brazil Target Market: Ages 15-40, with purchasing power and an interest in the American style. Looking for a balance between quality, comfort and price

Oí Brasil… I AM Risks Sorry! No availability Taxes! taxes! taxes! Oh no! We are too good for you! Action Plan…

Oí Brasil… I AM Pricing

Oí Brasil… I AM Product Development The Classic American Style

Oí Brasil… I AM Product Development… Brazilian designer Alexandre Herchcovitch

Oí Brasil… I AM Product Development…

Oí Brasil… I AM Sales and Distribution Channel Sao Paulo Rua Oscar Freire Street Rio de JaneiroLeblon Mall Brasilia Brasilia Shopping

Oí Brasil… I AMI AM “Oí Brazil... September 21, 2013” Advertising and Promotion Buzz campaign Opinion Leaders Journalist Bloggers

Oí Brasil… I AM Print Adds Urban Spaces Buzz Campaign…

Oí Brasil… I AM Buzz Campaign…

Oí Brasil… I AM Gap Store Launch event Fashion Show + Cocktail Party

Oí Brasil… I AM Oí Brasil… I AM GAP Gap Store Launch event

Oí Brasil… I AM Gap Store Launch event

Oí Brasil… I AM Gap Store Launch event

Oí Brasil… I AM Gap Store Launch event

Oí Brasil… I AM GAP surprise bag for guests

Oí Brasil… I AM Online campaign: Social Media and Web page BRASIL

Oí Brasil… I AM “MONEY WILL COME WHEN YOU ARE DOING THE RIGHT THING” – Mike Phillips Finances

Oí Brasil… I AM Finances: 3 year analysis Sao Paulo September 2013 Brasilia and Rio de Janeiro March 2014

Oí Brasil… I AM Revenues per square foot 2013: $381 per sq ft 2014: $383 per sq ft 2015: $385 per sq ft Revenues Growth 75% year 1 85% year 2 100% year 3 Cost of goods sold60% of revenues Other expenses26.7% Investment per storeSao Paulo: $400,000 Brasilia and Rio: $250,000 Taxes62.25% Finances

Oí Brasil… I AM WE BLEND ALL THIS NUMBERS AND… NPV: $5.7 millions Year of repayment: 2014

Oí Brasil… I AM Contingency Plan

Oí Brasil… I AM Q&A

Oí Brasil… I AM THANK YOU!