anjalicutek
Anjali Khurana
Gap, Inc.[5] (NYSE: GPS) is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008, Gap, Inc. has approximately 135,000 employees and operates 3,076 stores worldwide, of which 2,551 are in the United States.[6] Gap, Inc. remains the largest specialty apparel retailer in the U.S., though it has recently been surpassed by the Spanish-based Inditex Group as the world's largest apparel retailer.[7]
Despite the company's publicly traded status, the Fisher family remains deeply involved in Gap, Inc.'s business and collectively owns a significant quantity of the company's stock.[8]
Donald Fisher served as Chairman of the Board until 2004 and remained on the board until his death on September 27, 2009. His wife and their son, Robert J. Fisher, also serve on Gap's board of directors. Robert Fisher succeeded his father as chair in 2004 and also became president and CEO on an interim basis following the resignation of Paul Pressler in 2007.
Glenn K. Murphy is the current CEO of the company. Previous Gap, Inc. CEOs include Millard Drexler and Paul Pressler.
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
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
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
Despite the company's publicly traded status, the Fisher family remains deeply involved in Gap, Inc.'s business and collectively owns a significant quantity of the company's stock.[8]
Donald Fisher served as Chairman of the Board until 2004 and remained on the board until his death on September 27, 2009. His wife and their son, Robert J. Fisher, also serve on Gap's board of directors. Robert Fisher succeeded his father as chair in 2004 and also became president and CEO on an interim basis following the resignation of Paul Pressler in 2007.
Glenn K. Murphy is the current CEO of the company. Previous Gap, Inc. CEOs include Millard Drexler and Paul Pressler.
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
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
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