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What are the first things that come to mind when I say the Gap? The response to this question is what would constitute GAP’s retail and brand image. ... This paper will outline the strategy that Gap has taken to build its retail brand image.
Gap Stores
Since being founded in 1969 by Donald and Doris Fisher, Gap Inc. has grown to become one of the worlds largest specialty retailers with three of the most recognized and respected brands in the apparel industry -- Gap (including GapKids, BabyGap, and GapBody), Banana Republic and Old Navy (See Exhibit 1). Though all three sister divisions are successful, Gap stores have managed to lead the way at $6 billion in revenues. The success of Gap stores can be directly joined to its retail brand image which has taken many forms.
When customers visit a Gap, they’re not just walking into a store, they’re entering a brand. At Gap, GapKids, BabyGap and the new MaternityGap (within BabyGap), the primary focus is developing stores that provide a comfortable shopping environment and positive store experience for customers. With the amalgamation, Gap can target 20 to 30 year olds while BabyGap covers new born to 2 and expecting mothers giving a sense of one stop shopping for the young ‘fashionable’ family. ... For Gap, the major factor in keeping existing customers happy is the service they receive which Gap has accomplished through the hiring of its staff.
Approximate Word count = 1178
Approximate Pages = 4.7
(250 words per page double spaced)
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