Target Market Segmentation Research

Paper-Gap Inc.
Introduction

The Gap Inc. is a global specialty retailer that operates stores

selling casual apparel and accessories for men, women, and
children (Yahoo Market Guide, 2001). Under the Gap, are the
Old Navy and Banana Republic brands (Yahoo Market Guide,
2001).

Demographic/Psychographic/Geographic Segmentation

Gap

The Gap’s target age segment is males and females ranging

from seventeen to twenty-five years old (Cosmopolitan, 2000,
p. 2). The typical family life cycle for a Gap customer
comprises of single teenagers and young adults to young
married couples (Cosmopolitan, 2000, p.2). The races Gap
targets consist of many minorities such as Hispanics, Asians,
and African-Americans in addition to Caucasians
(Cosmopolitan, 2001, p. 57). The income segment is middle to
upper-class individuals who reside in urban or suburban areas
in developed countries such as the U.S. and Japan (PRIZM
Cluster, 2001). Common occupations of Gap customers
include: high school and college
students, entry-level college graduates, and young working,
married couples. Gap customers tend to be energetic,
work/career oriented, and active people who have significant
time to shop (Cosmopolitan, 2001, p.57). In addition, their
customers have a sense of style sophistication in their
wardrobe, and are confident individuals who feel they are
buying the best product available.

Banana Republic
The target age segment for Banana Republic ranges from ages
fifteen to forty-five (GQ, 2000, p.3). The family life cycle
consists of teenagers, single women and men, and career-
oriented married couples (GQ, 2000, p.3). Banana Republic
targets the same races as its parent company. The races
include both minorities and Caucasians. The income segment
includes middle to upper-class individuals who reside near
urban or suburban areas in developed countries. Common
Occupations for Banana Republic customers include: high
school/college students, entry-level college graduates, and
men and women working...