When Ryan Gosling urged Steve Carell to "be better than the Gap" in Crazy, Stupid, Love it epitomised its position as the safe but dull store beloved of the middle-aged man. Hardly a ringing endorsement. While Gap survived that brand humiliation — there is nothing wrong with being a reliable option for a significant demographic — it could not survive the wider changes on the UK high street.
Some have contrasted its fortunes with Primark but look to Uniqlo for a more comparable retailer. Uniqlo is still having a tough time but its stores have been updated — use its automatic checkouts for a taste of modern retailing — and its designs tip it the right side of safe to appeal to more generations. Stay signed in. Forgotten password? Get the very latest news and insight from Campaign with unrestricted access to campaignlive. Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
So what went wrong and how might it fare as an online-only brand? Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered?
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Social media. So You Want My Job. The future of work. The Making Of Today's Office. World Creative Rankings. Gap: where did it all go wrong for the iconic 90s brand? By Jennifer Faull - July 2, There are several marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on GAP marketing mix, help the brand succeed. Gap is a popular clothing and accessories brand spread globally. Gap Inc. The brand wise products can be seen as below:. Thus, the wide range of products by Gap Inc, with different brand names, help target the customers of both mass market and premium segment.
In US markets, Gap is the market leader in its segment. Apparel industry is highly competitive and hence it following a competitive pricing strategy in its marketing mix. Gap protects its market share by optimizing cost for offering reduced prices for quality products. The demand for products, offered by GAP is quite inelastic clothing being the basic need , although the market is quite price sensitive.
People buy apparels that are more affordable to them. With this in mind, Gap shifted its focus towards a wider target segment since It optimized its operations for decreased cost and reduced prices.
While online sales grew, the retail group closed Gap and Banana Republic stores, including 24 in Europe where it now has a total of shops from a global total of 3, shops, of which 3, are directly owned. Gap now has shops in Europe, after closing 24 during the year. The retailer does not operate stores in Europe. Gap Inc has 3, shops around the world, 3, directly owned, and Old Navy is its largest brand. While companies like True Fit are partnering with Gap to enable this, our analytics show that these AI models still have significant opportunity to improve.
The Gap will need to pay close attention to how its customers are responding to its evolving ecommerce offerings and respond quickly and appropriately if it plans to return to growth in and compete with online-only retailers.
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