GAP: Fashioning Its Marketing Strategy

About GAP

Source: Google

Established in 1969 in San Francisco by Donald and Doris Fisher, Gap Inc. began as a solitary boutique offering a diverse selection of jeans and music. Over time, Gap Inc. has evolved into a renowned global fashion retailer celebrated for its distinctive denim and casual apparel, overseeing multiple brands such as Gap, Banana Republic, Old Navy, and Athleta. Central to its ethos is the commitment to democratising fashion, ensuring accessibility for everyone, while also prioritising sustainability and social responsibility initiatives.

The clothing brand had a basic idea of providing comfort to all age groups with some bit of fancy alamode. The brand made its commitment towards designing pairs of jeans. Over time, its commitment towards foreign customers and its demand rose drastically. The brand remained sole focus on providing top niche cloth material and designs to its prospective buyers.

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The company manages over 135,000 employees and 3,727 stores around the world.

With time GAP acquired the following brands:

• Banana Republic
• Old Navy
• Athleta
• Forth & Towne
• Piperlime
• Intermix
• HillCity
• Janie & Jack
• Yezzy Gap

For those interested in fashion retail and studying digital marketing online, Gap Inc.’s journey serves as a compelling case study of evolving from a boutique to a global leader in apparel retailing.

What’s New With GAP?

Here is some of the latest information regarding what has been buzzing recently at GAP

• Gap Inc. reported revenue of $16.6 billion for FY 2022, reflecting a recovery post-pandemic (Source: Gap Inc. Annual Report 2022).
• The company operates over 3,500 stores worldwide, including flagship brands like Banana Republic and Old Navy (Source: Gap Inc. Corporate).
• Gap Inc. has over 100,000 employees globally (Source: Gap Inc. Corporate).

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Business News

• Gap Inc. announced a strategic partnership with Walmart to launch a new home décor line, expanding its product offerings beyond apparel (Source: Forbes).

Product Launch

• Gap introduced a new sustainable fashion line, ‘Generation Good’, made from eco-friendly materials, reflecting its commitment to sustainability (Source: Vogue).

Marketing News

• The ‘Gap for Good’ campaign, focusing on sustainable practices and eco-friendly products, has garnered positive attention and increased brand loyalty (Source: Adweek).

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Celebrity News

• Gap collaborated with singer and actress SZA for a limited-edition collection, generating significant media buzz and enhancing the brand’s appeal among younger audiences (Source: Rolling Stone).

Now that you know a little more about the company, let us look at the Gap target market in the coming section.

Buyer Persona of GAP’s Target Audience

A buyer persona typically entails comprehensive details about the ideal customer for a company. This buyer persona will help you understand the attributes of this brand.

Marketing Strategy of GAP

Gap’s marketing strategy helps the brand achieve its goals and objectives. Gap’s current marketing work is to attract a wide range of customers. So let us look at the Gap marketing strategies currently implemented to attract customers:

1. Niche Marketing

Niche marketing is a strategic approach that targets a distinct market segment. The brand has perfected its unique concept of precise niche marketing. Curious about how GAP effectively utilises niche marketing? Let’s delve into each of their marketing strategies.

Old Navy

Source: Google

• One word will come to your mind after visiting Banana Republic’s website: Modern. Its homepage is well organized and looks expensive. You’ll also notice the latest collection and it offers high-quality fashion to the consumers. The Banana Republic’s target market (Identifying desired consumer demographic segments) presents a refined image with self-expression and an easy-going personality. Banana Republic

• One word will come to your mind after visiting Banana Republic’s website: Modern. Its homepage is well organized and looks expensive. You’ll also notice the latest collection and it offers high-quality fashion to the consumers. The Banana Republic’s target market (Identifying desired consumer demographic segments) presents a refined image with self-expression and an easy-going personality.

Source: Google

Athleta is a women’s activewear clothing company, which was acquired by Gap in 2008. It provides customers with the opportunity to purchase new products from companies they already know and trust. Whether a teenager is looking for a cheap but stylish T-shirt or a marketing executive in desperate need of classic and chic workwear, GAP can help you in your specific phase of life.

2. Pop Up Stores

Pop-up stores provide a way for the brands to show off their new products to the customers. Also, it offers the brand a chance to engage with the customers and inform them about its products and services. GAP is known for specialising in classic denim, white shirts, simple stripes and khaki. The pop-up stores add new space and add youthfulness to the old favourites.

3. Advertising Strategy of GAP

Gap’s advertising strategy offers a variety of hard cards and electronic gift cards that can be used to purchase at all sites and stores. The online gift cards get delivered within 3 days with personalized message options. One of the main promotion techniques used by GAP is to display products in the best way through mannequin display stands or wooden boards and posters with trendy label lines.

The brand is fond of magazines. Also, it uses media advertising to deliver information to the Gap’s target audience. GAP has been using viral marketing in controversial ways, such as supporting interracial families through advertising, which has caused a lot of discussion on this topic and gained brand awareness.

Some other strategies include organising competitions and giving away brand accessories and merchandise as gifts. By having an understanding of the brand’s plots and planning, let us now look at GAP’s creative marketing campaigns.

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Digital Marketing Strategy of GAP

Here is a list of components that are integrated to craft digital marketing strategies for Gap’s target audience:

SEO Strategy

Gap’s website is optimised with relevant keywords (Popular queries searched by audience), quality content, and user-friendly navigation, enhancing organic search rankings. This gap marketing strategy ensures that Gap Inc. reaches its target market effectively.

SMM Strategy

Active social media marketing features influencer collaborations, user-generated content (Content created by consumers online), and interactive posts (Engaging content that invites participation) to boost engagement and brand visibility. This is a crucial element of Gap Inc.’s marketing strategy.

E-commerce Strategy

Gap’s seamless online shopping experience, with detailed product descriptions and customer reviews, drives high conversion rates and customer satisfaction. Thus, Gap’s marketing plan is crucial for its success.

Mobile App

The Gap app offers personalised recommendations, easy shopping, and exclusive app-only discounts, enhancing user engagement and loyalty. This is part of Gap’s marketing strategy to retain customers.

Influencer Marketing Strategy

The company collaborates with fashion influencers and celebrities to promote new collections and campaigns, significantly boosting brand reach and credibility. This marketing strategy of Gap helps in attracting the Gap target audience.

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Marketing and Advertising Campaigns

• The ‘Gap for Good’ campaign aims to promote sustainable fashion practices, resulting in increased brand loyalty and positive media coverage. This initiative is a strong part of Gap Inc.’s marketing. Understanding how sustainability impacts marketing strategies can be further explored through digital marketing courses in south delhi, which offer insights into modern marketing trends and practices.
• The ‘Meet Me in the Gap’ campaign focuses on inclusivity and diversity, using a mix of TV ads and social media promotions to reach a wide audience. This Gap brand strategy is central to their communication efforts. In Jaipur and interested in learning about the integration of inclusivity in marketing? Check out one of the several digital marketing courses in jaipur.

Top Competitors

• H&M: Known for its fast fashion and affordable prices, targeting a similar demographic.
• Zara: Offers trendy and chic clothing with a quick turnaround from design to retail.
• Uniqlo: Focuses on high-quality basics and innovative fabrics, appealing to a broad audience.
• Levi’s: A leading brand in denim with a strong heritage and loyal customer base.
• American Eagle: Targets younger consumers with its trendy and casual clothing line.

Marketing Campaigns of GAP

Marketing Campaigns run by the brand are always according to its sales target, demographics, and product launches. It not only promotes the merchandise but also sends a meaningful message to connect with the customer. So let’s have a look at GAP’S marketing campaigns.

• BRIDGING THE GAP – A Marketing Campaign of GAP

Source: Google

• Through the ‘Bridging the Gap’ marketing campaign, GAP is celebrating individuality. In the one-minute video, many celebrities got featured, for instance, Jasmine Sanders, Priyanka Chopra, Fernanda Ly, Wiz Khalifa & many more. The video shows celebrities wearing a basic white T-shirt which shows simplicity. The campaign was all about authenticity.I AM GAP – A Marketing Campaign of GAP

Source: Google

• It’s very interesting as well as the controversial marketing campaign started by GAP. For the first part, Tyrone Lebon and Valerio Spade’s second part shot I AM GAP with the cast of the common people who expressed themselves by wearing the clothes by the brand. Through this campaign, it was to showcase the generation gap and the void created because of different understanding levels. This wardrobe contained all those clothing materials worn by all the generations with vibrant colours.

• GAP Marketing Strategy – DREAM THE FUTURE

In a world grappling with the uncertainties of a pandemic, Gap sought to spark a ray of hope with its latest campaign, ‘Dream the Future.’ Launched across national television and digital platforms, this clothing series wasn’t just about threads – it was a vibrant tapestry woven with optimism. The message? Embrace the present, hold onto hope, and dream of a brighter tomorrow.

Gap isn’t new to crafting captivating marketing campaigns. Known for their colourful and youth-oriented approach, they’ve consistently strived to connect with their audience on a deeper level.

Top Competitors That Influence GAP’s Marketing Strategy

• Zara- Its success is grounded on its capability. Zara is constantly accessing and replying to the terrain in a matter of weeks. The brand introduces fresh styles into stores while the trend is still at its height.
• H&M- Its business idea is to offer fashion and quality at a stylish price in a sustainable way. H&M offers a diverse range of products, allowing fashion enthusiasts to effortlessly showcase their unique style preferences.
• Forever 21– It is valuable to consumers. This model operates by keeping the store exciting with new merchandise brought in daily.
• Inditex– Intermix of all brands, provides a variety of vesture.
• Uniqlo– It has reinvented itself in Japan as LifeWear. LifeWear represents not disposable clothing but meticulously crafted essentials made with exceptional quality.

Research GAP in Marketing Strategies That led to Failed Campaigns

1. What was the issue– Gap’s new logo was immediately met with counterreaction from consumers who took to social media to denounce the new design.
2. What backlash did the brand face– More than 2,000 comments were made on Facebook to protest against the new logo, and over 5,000 followers were gained on an X account opposing the brand.
3. What did the brand do in this situation- In response to the harsh backlash, Gap discontinued the new logo and reverted to the original logo within a week of the rebranding launch.