Sharlene Alexander, Rich Lee, Mari Weitzman, Sarah Schwartz, Stephen Merenes
History and Market Coverage/Targeting
Don and Doris Fisher founded Gap in 1969 in San Francisco, California.
Banana Republic in 1983.
The first Gap Kids store opened in 1986 and its first
international store opened in 1987 and Old Navy opened in 1994. The company
started online retailing in 1997 with the launch of Gap.com.
In 2003 Gap
launched Spanish TV commercials to target the growing population of Hispanics
in the US.
Gap sold its German operations to H&M in 2004.
Gap expanded its
international operation in 2006, opening Gap and Banana Republic in Singapore
and Malaysia in January 2006.
A month later it launched Banana Republic stores
in Tokyo and Kobe.
In February 2007, Gap ranked 25
on the list of 100 Best
Corporate Citizens in an annual survey of major US companies.
Gap is a specialty retailer operating retail and outlet stores selling casual apparel,
accessories and personal care products for men, women and children under the Gap, Old
Navy, Banana Republic, Piperlime, and Forth & Towne brands. The company operates
3,131 stores throughout the US, as well as in Canada, the UK, France, Ireland and Japan.
In addition, the company also markets its products to its US customers through three
websites: Gap.com, bananarepublic.com, oldnavy.com,forthandtowine.com and
Gap offers extensive selections of classically styled casual apparel at moderate price
points, which are usually priced higher than Old Navy apparel to target a little more
upper class shopper than Old Navy. It also offers accessories and personal care products.
The brand extensions of the Gap include Gap Kids, babyGap and Gap Body
Gap's Mission Statement:
At Gap Inc. we never stop moving. It takes thousands of passionate, dedicated and
talented employees around the world to deliver the merchandise and shopping experience
our customers expect and deserve. Here's a look at how we do it:
From color to concept, it all begins with inspiration — whether it's people-watching on
the streets of Tokyo, a flash from a dream or a visit to a local art gallery. At Gap Inc.'s
product development offices in New York City, designers, product managers and graphic
artists create the look and feel for each season's merchandise.