Brand Marketing
Executive Summary
Summary of Company
Gap, Inc. is an apparel retailer consisting of five brands: Gap, Banana Republic, Old Navy, Piperlime and Athleta. The Gap was founded in the early 1970’s for a period sold Levi Strauss & Co. blue jeans. Gap entered the international markets in the late 1980’s and reached the peak of its success in the 1990’s. Gap was the largest pure apparel company in the world, with a growing international empire and significant brand recognition for each of its companies. However Gap’s period of success took a turn after Mickey Drexler retired as CEO in 2002. Profits and revenue continued to decline for much of the decade. The young adults that bought Gap products in the nineties grew out of Gap, and Gap was unable to replicate its success with the new generation. The company was struck another blow during the Recession of 2009. From 2008 to 2010, Gap closed more than fifty of its 3251 stores. Gap has failed in the new millennium to demonstrate an ability to replicate the successful branding and marketing that catapulted the company to its original success, leading the company to sit, waiting for the majority of the past decade. Nonetheless the company still maintains the largest market share of any pure apparel company in the country.
Summary of Advertising objectives
The marketing and sales component in a company involves promoting the product or service effectively and setting the selling price.
Summary of Advertising Strategy
Gap Inc. uses all types of advertising strategies to promote and inform people of their products. Gap Inc. method of advertising their products is through TV and printed ads. Gap has all types of commercials for different seasons, holidays and activities that they use to attract customers. Another marketing strategy Gap use is ads like: magazines, newspapers, and billboards. Gap advertising team works with top magazine companies to run ads in major magazines ads like Vogue, ESPN, and Rolling Stone. Gap
Summary of Company
Gap, Inc. is an apparel retailer consisting of five brands: Gap, Banana Republic, Old Navy, Piperlime and Athleta. The Gap was founded in the early 1970’s for a period sold Levi Strauss & Co. blue jeans. Gap entered the international markets in the late 1980’s and reached the peak of its success in the 1990’s. Gap was the largest pure apparel company in the world, with a growing international empire and significant brand recognition for each of its companies. However Gap’s period of success took a turn after Mickey Drexler retired as CEO in 2002. Profits and revenue continued to decline for much of the decade. The young adults that bought Gap products in the nineties grew out of Gap, and Gap was unable to replicate its success with the new generation. The company was struck another blow during the Recession of 2009. From 2008 to 2010, Gap closed more than fifty of its 3251 stores. Gap has failed in the new millennium to demonstrate an ability to replicate the successful branding and marketing that catapulted the company to its original success, leading the company to sit, waiting for the majority of the past decade. Nonetheless the company still maintains the largest market share of any pure apparel company in the country.
Summary of Advertising objectives
The marketing and sales component in a company involves promoting the product or service effectively and setting the selling price.
Summary of Advertising Strategy
Gap Inc. uses all types of advertising strategies to promote and inform people of their products. Gap Inc. method of advertising their products is through TV and printed ads. Gap has all types of commercials for different seasons, holidays and activities that they use to attract customers. Another marketing strategy Gap use is ads like: magazines, newspapers, and billboards. Gap advertising team works with top magazine companies to run ads in major magazines ads like Vogue, ESPN, and Rolling Stone. Gap