Emily Bowden, Megan Chappell, Foster Clark G A P 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-is-brand 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 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

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 Valley River Center 219 Valley River Ctr. Eugene Salem Centre 480 Center St NE Salem

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 Intertype 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.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.