http://www.consumeraffairs.com/news04/2011/10/gap-facing-a-sales-gap-closing-200-northamerican-stores.

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Versioning (second-degree price discrimination) In second-degree price discrimination, firms typically offer a list of different prices to consumers, allowing the consumers to self-select. In versioning pricing strategies, companies sell variations of a product or service at different prices to different groups of customers. Ideally, companies want to charge what consumers are willing to pay thereby maximising company revenues. But it is difficult to know precisely how much each person is willing to pay. Companies therefore create versions of a product to appeal to different types of buyers. Customers then choose the version that best meets their needs. Businesses often distribute a physically identical product under different brand names, charging lower prices for the less known brand name. For example, the Gap Company sells its products with the Gap label at its own stores as well as under other labels at other retail stores.

Gap's four major brands target different customers with very differing merchandise mixes. As such, each brand competes with a different set of other retailers: Kohl's (KSS) and Wal-Mart Stores (WMT): Old Navy targets middle-class families who seek basic apparel and accessories at low prices and consequently competes with value-based department stores like KSS and WMT. Old Navy has seen decreasing same store sales growth for the past three years, largely due to merchandising issues. Management believes that in time the brand will recover after refocusing the merchandising. American Eagle Outfitters (AEO) and Aeropostale (ARO): Gap's middle-of-the-road approach to providing basic pieces of apparel (T-shirts, khakis, blouses, jeans, etc.) at mid-range prices puts it in competition with these stores. Gap also competes with some department stores that provide similar apparel at mid-range prices like J.C. Penney (JCP) . Polo Ralph Lauren (RL) and Abercrombie & Fitch Company (ANF): As a "near luxury" retailer Banana Republic faces strong competition from other purveyors of higher-priced and higher-quality apparel and accessories.

http://books.google.co.in/books?id=jX7RXTi8MTEC&pg=SL3-PA95&lpg=SL3PA95&dq=piperlime+product+strategy&source=bl&ots=kCx4lfsEoL&sig=cnvuQhoMKLJB94EWFHykM TwvGHQ&hl=en&ei=jyjBTsTzIIarrAe9hszYAQ&sa=X&oi=book_result&ct=result&resnum=9&ved=0CG MQ6AEwCA#

http://www.wikinvest.com/stock/Gap_(GPS)

http://therealtimereport.com/2010/08/19/a-risky-social-media-strategy-for-piperlime/ http://bananarepublic.gap.com/customerService/info.do?cid=16552 http://www.scribd.com/doc/5053358/GAP-Inc-comprehensive-paper http://thehighlow.com/2011/07/5-ways-gap-is-turning-itself-around-without-changing-its-product/ http://www.gapinc.com/content/attachments/gapinc/GPS%202011%20Investor%20Day%20release. pdf