Navigating the Gap: A Comprehensive Analysis of the Brand's Struggles and Strategic Insights

for Revitalization

Abby Cain, Casey Callinan, Benjamin Jones, Ashlyn Rogowski, Nik Talley, Meg Teagle
James Madison University
Consumer Behavior, MKTG 385
Dr. Gizem Atav
December 6, 2023
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B. Market Analysis
I. The Company
Gap is an iconic American clothing brand that originally positioned itself in the retail
industry with a focus on providing stylish yet affordable casual and everyday clothing for men,
women, and children. Established in 1969 by Donald and Doris Fisher, the brand began with the
couple's frustration at the lack of reliable stores offering well-fitting jeans. Their anger pushed
them to create a store that would eventually become a successful clothing brand in the United
States. What adds a unique element to Gap's history is its name. "Gap" symbolizes the generation
gap between the Fishers and their target consumers, which embodies the brand's commitment to
bridging generational divides through clothing for all ages (Biron, 2023). According to a 2022
CNN article, the Gap focused on the rise of denim as a “go-to look for a generation of young
Americans”, then began selling khakis, tops, hoodies and other basics. The company was a
symbol of cool and casual style in the 1990s, and expanded to many malls. But, over the
decades, analysts say that Gap fell out of touch with Baby Boomers who wore the brand often
and failed to attract Gen Z and Millennials who value fashion trends (Meyersohn, 2022). In
2023, some of Gap’s hit sales include throwback jeans, cropped jackets, puffer vests, and nice
work shirts. Gap is also currently working to transform their menswear to be more sleek and
trendy (Ortiz, 2023). Gap’s strengths include offering basic staples and a wide variety at a
reasonable price, however the brand has suffered to execute memorable marketing campaigns,
making it more difficult for Gap to retain loyal customers and a strong brand image.
II. Customers
Gap’s current customers include people of all ages, although the majority of individuals
that shop there are between the ages of 20-35 (TBH, 2021). Based on a 2021 online survey, over
the year, 17% of Americans shopped at Gap that were between the ages of 16-29, and 18%
between the ages of 30-49 also shopped there (Kunst, 2022). While clothes range from baby
clothes, to kids’, to adult clothing, Gap’s customers range, as they seek a variety of looks.
III. Conditions
The following trends play a role in influencing Gap in both a positive and negative way:
economic, technological, social, and political. In terms of Gap’s economic stance, CNBC
reported its consistent decline amongst market competitors and its failure to meet revenue
expectations. Not only did sales decrease by 8% in comparison to the previous year, but overall
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inflation rates reached 3.24% in October of 2023. This tumultuous economic environment for
both the brand and customers leads to a risk in a loyal and fortified customer base, calling their
audience a “choppy consumer market” as they are cautious about discretionary spending
(Fonrouge 2023). On the technological front, the integration of artificial intelligence (AI) into
marketing strategies presents a potential for Gap to save time and money. AI models can benefit
Gap in getting ahead of the competition by identifying new trends and emerging markets and
further increase customer satisfaction and profits. From a social perspective, Gap’s collaboration
with the movie “Barbie” stands out as a successful endeavor. 1 This partnership resulted in
Barbie-sponsored clothing collection, and approximately one-third of the products are currently
sold out on the website. In the political realm, Gap has a commitment to the equality and
belonging movement. The company states that “We believe that when you decide that inclusion
isn’t optional, not only do the gaps between us close, but a whole new world of possibilities
opens.” (Gap, 2023). This socio-political perspective influences the brand’s identity and
resonates with consumers who prioritize companies that advocate for equality and diversity.
IV. Competition
Gap faces many direct and indirect competitors within the marketplace. One of Gap’s
main competition is Zara, which is a brand that focuses on delivering style and desirability,
rather than practicality. Zara's strengths include offering more products than competition, and
showcasing high-class fashion using digital marketing (Chiffey, 2022). Zara also experiences
strong word-of-mouth marketing and has a strong brand identity (The Strategy Story, 2023).
Although Zara is thriving, the company fails to ever feature plus-size models (Chiffey, 2022).
Zara also is criticized for contributing to environmental issues, like increased waste and
pollution, and has also faced criticism over labor practices with its supply chain, like low wage
(The Strategy Story, 2023). Another strong rival of Gap is H&M, a fast fashion brand, which
sells outsourced clothes to men, women and children. H&M’s strengths include a strong global
presence, a logical use of competitive pricing (selling higher quality products at lower price), and
a strong focus on community. However, H&M faces many challenges including being overly
dependent on outsourcing, and facing controversy, like the ‘Coolest Monkey in the Jungle’
backlash (Parker, 2023). 2
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C. Current Strategy Analysis

Gap sells clothing for men, women, and children, such as jeans, sweaters, outerwear, and
more. Their products may be sold directly to the consumer or to wholesalers. As for promotion,
Gap’s use of media advertising, for example, has been a consistent tool in communicating their
brand image, as they attempt to capture many areas of their audience segments. In reference to
Gap’s website, nostalgia is a common trend in their marketing tactics. Their video
advertisements do not have consistency around each other due to the fact that their target market
is well diverse. The commonality between all advertisements are through inclusivity, classic
appeal, and causality. Since their target market is between the ages of 20-35 years old, promoting
their sustainability and eco-friendly practices could appeal to conscious customers. Along with
media advertising, Gap uses in-person promotions through mannequin displays and poster
advertisements. Lastly, as part of their promotional strategy, Gap emphasizes viral marketing and
collaboration through partnerships with celebrities. They are using vicarious learning through
collaboration and should continue to do this to promote positive word-of-mouth. Gap’s prices
tend to fall in the middle of cheap and luxury, and the company uses psychological and product
line pricing techniques, which is common in the retail industry (Team, 2023). The company also
uses a prevention-focused motive related to pricing. On their website, many of Gap’s products
are marked as “40% off + Cardmember Extra 10%”. 3
Gap’s advertisements influence consumer’s perception through exposure, attention and
interpretation. Through selective and voluntary exposure, consumers interpret their ads
differently. Gap lacks voluntary exposure due to their weak social media and online presence,
causing consumers to not actively seek them out. In an attempt to combat this, Gap has recently
created campaigns that collaborate with the current trends, such as LoveShackFancy. Gap uses
product placement as another means of advertising, which has shown to impact consumers’
selective exposure. TV show, Interlude III, features Gap store in season three, episode five
(Product Placement Blog, 2023). While Gap is attempting to increase their exposure, they seem
to be failing. Based on a survey conducted in 2022, while 88% claimed they were aware of the
brand, only 19% recalled seeing a Gap ad over the past three months. 4
As for attention, Gap has refrained from creating advertisements similar to their popular
2000s ads. Their 2000s ads had high stimulus factors with bold and chaotic energy, and depicted
active, positive people. Gap’s current advertisements are not created with the same emotional
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appeal or factors. Instead, the brand is showcasing their clothes in a more casual, calm way.
Consumers interpreted Gap as a more stylish, popular brand when they first began selling; now,
it is more difficult for the company to increase consumers’ attention with their advertisements.
For example, one of Gap’s fall 2023 collection advertisements shows only a collage of
individuals wearing casual Gap clothing, with no attention-grabbing elements (Holser, 2023).
The ad lacks Gestalt laws of perception, which is why their ads are less memorable to
consumers. 5
Gap’s current marketing mix lacks a significant impact on long-term customer memory,
relying on established trust and loyalty, rather than attracting new customers that have grown
into their original target market. They rely heavily on brand recognition through aided recall with
their well known simplistic logo. Despite these efforts, consumers are struggling to fully recall
the brand during the consumer decision-making process when deciding to buy a new article of
clothing since Gap does not carry the significance that Levis does. For example, when you think
of Levis, you think of Jeans. Gap also struggles to stand alone without collaborations. The brand
employs operant conditioning through loyalty programs and promotions to encourage repeat
purchases. Additionally, classical conditioning is employed by associating Gap with celebrity
models. In the late 1980s, Cindy Crawford was the face of Gap, shown on many ads. This led
consumers to associate fashion-forward supermodels with the brand. The marketing mix aims to
reinforce positive connections and combat low customer involvement, especially in advertising
and positioning, but Gap should prioritize increasing customers’ long-term memory.
Gap’s marketing mix reflects on consumer motivation and involvement. Consumers seem
to be not as involved in the brand, resulting in lower purchase motivation. Gap’s customers back
in the early 2000s were motivated by McGuire’s need for expression. They enjoyed flaunting the
Gap logo on their large iconic hoodies. People felt motivated to share their love for Gap,
resulting in lots of positive WOM and buzz marketing. Currently, Gap is struggling to maintain
this image and consumer motivation. Gap is also pushing to highlight their social and
environmental responsibilities, in an effort to impact consumers’ attitudes. Their current
Instagram page emphasizes diversity, equity, and inclusion. 6 By conveying social inclusivity in
their advertisements, Gap aims to change consumers’ affective attitudes. Gap lacks message
structure characteristics within their advertisements. They use a functional style, whereas a
value-expressive message would be more attentive and memorable. Gap’s modern day
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advertisements appear more bland than their past ads, with a compilation of showcasing clothes,
instead of selling their brand and identity.
Some of Gap’s current campaigns and ads also appeal to certain reference groups.
Recently, Gap released a limited-edition collection designed by Dapper Dan, highlighting the
nature of Harlem. Gap pictures models in the Dap hoodies and also includes a quote from
Dapper Dan himself. The company is executing and highlighting celebrity-endorsed apparel to
enhance and increase the consumers’ aspirational attraction. 7

D. Focus Group
I. Description
The primary aim of the focus groups was to assess Gap’s current brand positioning and
identity among college students aged 18 to 22 who favor classic and casual apparel. Employing
third-person, laddering, and schematic techniques, we questioned participants' perceptions,
attitudes, and beliefs regarding Gap. Our objective was to uncover any challenges or
dissatisfactions consumers have faced with Gap. Two focus group sessions took place, one
facilitated by Meg at Rose Library on November 16th, 2023, and another by Ben on November
29th, 2023. The first session referred to as focus group A, included four guys and two girls, with
only two of the six acquainted. The second session comprised six girls who were friends, which
resulted in a positive, dynamic conversation. The facilitators initiated the discussions with
introductions of themselves and the participants. Following introductions, we began with
unaided recall questions, then general questions, and finally Gap-specific questions. Each
participant shared their own thoughts and opinions on the presented questions or situations.
Insights gathered from these sessions provided valuable perspectives on Gap’s brand perception
within our target demographic.
II. Summary of Insights
The focus groups revealed insights into Gap’s current brand perception among college
students. While Focus Group A was a diverse group with varying demographics, and Focus
Group B consisted of like-minded females, we arrived at similar conclusions and findings.
Both groups highlighted a lack of awareness regarding Gap. Many participants referred to
enjoying the brand as children, but claim they do not particularly think about Gap/ shop there
anymore. Before the moderator mentioned Gap, only one person briefly mentioned the brand by
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name. Every single direct competitor was mentioned many times throughout the session,
including Zara, Levi, H&M and Abercrombie. Both groups said they can not recall any Gap
advertisements, leading to lack of motivation or desire to incorporate Gap into their wardrobes.
However when asked about their perception of Gap, most associated the brand with their sizable
“Gap” logo. While once iconic, comparing their most well-known apparel (Gap sweatshirts) to
fashion trends now, they seem to be outdated. Many participants brought up brands such as Nike
and Urban Outfitters and these companies tend to not convey their logos as prominently.

E. Strategic Strengths and Weaknesses

Gap’s strengths found through research and focus groups are sparing, but if restructured,
have the potential to assert itself as an iconic brand once again. The focus groups were
particularly insightful towards their current brand image. It was commonly echoed that Gap is
not within the target audience’s schemas of clothing brands, but, they still recognize Gap as a
quintessential American clothing brand that is just outdated. When focus groups were prompted
to give their opinions or thoughts on recent Gap ads, they could not recall more than their blue
box traditional logo. This seemed to be a weakness for the brand at first, but we reflected that
Gap continues to experience brand longevity and recall in some form. Additionally, the groups
came to a consensus that Gap’s catalog is somewhat up to date on fashion trends, but aware that
their advantage is within more simple and re-wearable pieces. This can be converted into a
strength for the brand as well, in the sense that transforming public perception of “normal” or
“basic” clothing/pieces into sustainable, versatile, and timeless can be beneficial for the brand’s
growth. Gap is opportune to reposition strategies by collaborating with topical aspects of culture
and implementing a purpose-driven stance in their advertising.
Gap’s weaknesses, as uncovered in the focus groups conducted and throughout our
research this semester, vary. Firstly, the brand lacks significant brand loyalty among consumers,
failing to promote habitual buying behavior since the brand does not fall on the forefront of
consumers' minds. Similarly, the absence of Gap within the consumers’ comparative
considerations throughout purchase decisions signifies its lack of relevance. This lack of
consideration may stem from Gap’s failure to distinguish itself to its intended audience that is
people aged 20-35. As uncovered in the focus groups, their target audience believes Gap is for
“Karen's” “Moms” “Families” or even “Grandma Clothes”, which ultimately tells us that Gap’s
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intended target market does not think they are cool. Another critical weakness lies in Gap’s poor
digital marketing presence, demonstrated by its cluttered website that contrasts negatively to
mentioned competitors such as Urban. The clutter impacts navigation and distracts from the
enjoyment of online browsing. Since Gap has closed a number of stores and a growing number
of consumers prefer online shopping it is crucial for Gap to have an easy to navigate site.
Additionally, the brand heavily relies on commercials for advertising as they overlook the
shifting habits of their target markets who predominantly avoid cable TV. Lastly, due to Gap
INC’s. diverse brand portfolio many consumers as seen in the focus groups confuse Gap with its
more affordable sister brand, Old Navy. This confusion among consumers blurs the distinction
and unique value of the Gap brand itself.
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F. Recommendations
After carefully analyzing Gap within the retail market, its sales and brand strategy, and
relevant strengths and weaknesses discovered in both research and focus groups, our team has
developed a plan of recommendations with the primary objective of restructuring Gap’s brand
image and identity. Our first proposed strategy centers on restructuring the company's brand
image, emphasizing a cohesive and immersive digital customer experience. Part of our
observation revealed a significant difference between Gap’s current cluttered website design and
the visually compelling interfaces seen on UO.com. 9 These competitors excel in delivering a
seamless and engaging online experience, setting a benchmark for browsing. Our
recommendation involves an integrated website upgrade that employs visual storytelling
techniques to declutter Gap’s website. This transformation aims to not only modernize Gap’s
online footprint but also to increase user engagement and strengthen the brand’s presence in the
networked retail space.
In addition to the website upgrade, our strategy emphasizes strategic ad placements to
ensure visibility among the 20-35 target demographic. As previously mentioned, 88% of people
know of the gap while only 19% can recall seeing a Gap ad. 4 Capitalizing on popular social
media platforms like TikTok and Pinterests strategic ad placement can boost Gap’s reach within
its key market segments, fostering a much needed connection with its intended audience.
Additionally, we recommend a strategic shift in Gap’s product line advertising on previously
suggested platforms, advocating a balance between trendy styles and timeless closet essentials.
Our proposal is set to redefine Gap as a high-quality basic essential retailer, differentiating itself
from the perception of cheap quality associated with Old Navy, or the trendy statement pieces of
Banana Republic. This strategy seeks to solidify Gaps position as a timeless brand.
Gap has an opportunity to support sustainability as a key differentiator against
competitors as consumers do not know where Gap stands on sustainability. Implementing a
sustainability messaging strategy will help resonate with the target demographics as they are
traditional conscious consumers. One impactful initiative involves incentivizing post-purchase
behavior. Our recommendation for this involves a program currently enacted by Gap in
partnership with thread-up. This program allows customers to send in their old Gap jeans or
clothes to Thredup via mail and then receive a discount on their next purchase or new item. This
not only encourages responsible consumer behavior, but also fights consumption guilt when
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buying new clothes. This partnership has not been very successful for Gap as they have only
recycled 65,000 lbs of clothing while a similar program run by Madewell has recycled over 548
Tons. The key difference in success stems from the promotion of the program, process, and clear
reward for recycling. As a way to promote jean recycling, we think Gap should play on their
American Dream campaign. The new campaign called “Re Envisioning the American Jean” will
revisit Gap’s iconic status from the 2000s, exploring how the American Dream has evolved and
emphasizes why consumers should care about sustainability for future American Dreamers. The
campaign can feature incentive to go in store directly to recycle their jeans or even utilize OOH
advertising including pop-up experiences to donate that are attention grabbing. The motive for
the guerrilla marketing strategy aims to rekindle Gap's iconic status and connect with a younger
audience to ultimately develop a renewed sense of brand identity and to regain relevance.
A final recommendation we have created for Gap is running a campaign where people
submit content of themselves thriving in apparel (dancing, cooking, singing, modeling, etc.). In
our focus group we found that many individuals would enjoy seeing Gap ads, they just do not
tend to see them. So, if Gap encourages consumers to showcase their love for the brand in a
creative and personal way, it will allow the company to draw consumer attention and increase
brand image. This campaign would begin with utilizing influencer Wisdom Kaye on TikTok - an
individual that relates to Gap’s primary target market of young adults. Gap could then promote
the video submissions received from the public and play these in stores, on their website, and
social media. If Gap conducts this campaign, they would likely see an increase in
buzz-marketing, which could assist them in establishing a stronger brand identity, especially for
those ages 20 -35.
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G. Appendix 1: Outline of Focus Group

Primary objective - Improve Gap’s current brand image and identity.
Objectives -
● Interview college students for the purpose of evaluating Gap’s current brand positioning
and identity through third-person, laddering, and schematic techniques.
● Evaluate from the first focus group the perceptions of the brand on its own, and use that
feedback to understand their position in comparison to its competitors.
● Uncover participants’ attitudes, beliefs, and perceptions regarding Gap
○ Address any negative perceptions/challenges
● Identify pain points that people typically face at Gap

Segment promoted: 20 - 35 year old individuals who seek classic and casual apparel.
*We are going into the focus group and bringing past Gap advertisements throughout the years.
Going to ask the participants what they think about each ad and at the end show them all the ads
together to see their perception on the evolution of their ads

Focus Group 1:
Moderator - Meg
Group 1 - People with not as many similarities (4 - 6 participants)
1. Four guys, two girls
Date & Time: November 16th @ 7 PM
Location: Rose Library

Focus Group 2:
Moderator - Ben
Group 2 - Group of people who are more similar (4 - 6 participants)
1. Group of 6 girls
Date & Time: November 29th @ 8 PM
Location: House on Port Republic

Agenda
1. Begin with unaided recall questions
2. Ask general Qs
3. Ask Gap specific Qs
4. Show ads from 2023 then 2000s - get opinions on how they have changed
5. Thank the participants and share the purpose

Focus Group General Questions:

Begin with Unaided Recall:
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1. Ask the participants to write down the first brands that come to mind when they hear
clothing store
2. Ask the participants to write down any clothing brands they actually shop from
3. Ask the participants what brands come to mind when they think of Jean/ Denim brands
General Questions:
1. How often do you shop for clothes?
2. How do you normally purchase your clothing?
3. What is important to you when you shop for clothes?
4. What do you look for when shopping for clothes?
5. How would you describe your style?
6. What brands do you like?
7. Why do you choose the brands that you currently shop at?
Gap Specific Questions:
8. Are you aware of the brand Gap?
9. When I say Gap, what words come to mind?
10. Do you shop at Gap?
a. If yes, why and what do you like about Gap?
b. If not, why don’t you shop there?
11. When you think of Gap and the brand, what words or phrases come to mind?
12. Describe Gap’s style offering, to you, in a sentence.
13. What type of person wears Gap when you think of Gap?
14. Do you remember any specific Gap Ads?
a. Have you heard of this campaign (American Dream Campaign), show them ad,
ask them what they think about it
b. Have you seen any Gap Ad you thought was offensive?
c. Have you heard anyone say a Gap Ad was offensive?
15. Show the example of gap ad from 2000s - ask how they feel about the difference in the
ads
16. Where have you seen a Gap Ad before? Ask them about their first impressions on it
17. Do you ever hear people talking about Gap Ads?
18. Have you seen any past ads that have made you want to buy Gap?
19. Why do you think a person would purchase and wear Gap products?
20. People who wear Gap are ____
21. Are there any brands that you are loyal to?
a. Do you feel that you have ever been loyal to Gap?
22. What factors influence your decision when choosing a clothing brand/fashion needs?
23. How does Gaps in store experience compare to its online shopping experience?
24. Please indicate how strongly you associate the following words with Gaps brand by
selecting a number from 1 (not at all) to 5 (extremely):
a. Quality
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b. Affordability
c. Style
25. Have they seen any ads recently promoting Gap? If so, which ones?
a. Can include print, TV, TikTok, influencer/UGC, billboard
b. Are they aware of any company collaborations
i. Did these efforts leverage them in terms of your opinion of the brand (did
these make you more or less favorable towards the clothing brand)
26. Do you have any specific attitude towards Gap’s involvement in the Barbie Movie?
27. Reference the ads that Gap has from the past and ask individuals how they feel about the
design
a. Would you rather the ads be designed differently?
b. Are they ads drawing your attention?
28. How do you think Gap builds brand personality?
29. If Gap was a person, what would it be like in terms of its demographics, lifestyles, likes
and dislikes?
30. Let's pretend you are at the supermarket. The person next to you has Gap on. Tell me
about this person? What kind of individual comes to mind? Describe
31. Picture yourself walking into a Gap store… what colors, scents, sounds, layout, etc. come
to mind? How do they make you feel?
32. To you, how do Gap’s products compare to those of its competitors? (Old Navy, Banana
Republic)
33. What company resonates with you most - Gap, Old Navy, Banana Republic?
34. Can you share your thoughts on Gap’s clothing quality and durability?
35. If you shop at Gap, how would you describe your experience?
36. What kind of animal would Gap be if it were an animal?
37. How would you describe the clothing sold at Gap - comfy, business casual, athletic, etc?
38. What is your perception of the prices Gap offers?
39. If Gap were to offer sales, would you be more inclined to shop there?
40. When looking at a brand, how important on a scale of 1-10 does a brand's social and
environmental responsibility mean to you?
a. If Gap were to promote social and environmental responsibility, would you be
more inclined to shop there?
41. If Gap had an obituary, how would it die?*
a. Who attended the funeral?
ON POWERPOINT-> Measuring Attitudes - Please rate how strongly you agree/ disagree with
the following statements (Affective) 1 - 10
Purpose of the Focus Group:
We are trying to analyze how others view Gap in an effort to help them regain their brand image.
This data will help us better sense how others view Gap’s target market.
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I. Appendix 3: Additional Material

1. Gap’s Barbie collaboration

2. H&M’s Coolest Monkey in the Jungle Ad

3. Gap’s Prevention-Based Pricing

4. Gap recall statistics

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5. Example of lack of Gestalt’s principles

6. Gap’s current Instagram page

7. Gap’s Dapper Dan limited-edition collection

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8. VIDEOS SHOWN IN FOCUS GROUP

https://www.youtube.com/watch?v=kdID3Sa1wTo
https://www.youtube.com/watch?v=ij-SBwKk12I
https://www.youtube.com/watch?v=TcdGruWGmWY
https://www.youtube.com/watch?v=Whmkfh74G1w

9. Gap’s Current Website Interface vs UO current Website Interface

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J. References:

Biron, B. (2023, July 26). The rise and fall of the gap: The iconic but beleaguered brand is counting on a
new CEO poached from Mattel. Business Insider.
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e-fishers-raised-more-than-60000-to-open-their-own-store-on-ocean-avenue-the-name-is-a-refere
nce-to-the-concept-of-the-generation-gap-2

Chiffey, M., Maddy Chiffey loves one thing: results. She knows how thrilling it is to come up with a
business idea and watch it take off. So. (2022, August 15). Gap competitors analysis. Business
Chronicler. https://businesschronicler.com/competitors/gap-competitors-analysis/

Dap Gap Collection - DAP hoodies, accessories, & more. Gap. (2023.).
https://www.gap.com/browse/category.do?cid=3026374

Fonrouge, G. (2023, August 24). Gap reports another period of declining sales across all brands, warns
of “uncertain consumer.” CNBC.
https://www.cnbc.com/2023/08/24/gap-gps-earnings-q2-2023.html

Gap launches fall campaign showcasing its iconic styles with a cast of dynamic creatives. Gap Inc. (2023,
August 29).
https://www.gapinc.com/en-us/articles/2023/08/gap-launches-fall-campaign-showcasing-its-iconi
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Gerald Ortiz, M. O. (2023, November 27). Wait, did gap (!) stealth-drop the sickest sale of the Week?.
GQ. https://www.gq.com/gallery/gap-cyber-monday-sale-2023

Holser, M., Assistant, M. H., & Assistant, C. (2023, August 29). Gap’s fall collection is backed by a
totally star-studded cast. Brit + Co. https://www.brit.co/gap-fall-fashion/

Kunst, A. (2022, March 3). Americans shopping for clothes at gap by age 2021. Statista.
https://www.statista.com/statistics/231264/people-who-shopped-for-clothes-at-gap-in-the-last-3-
months-usa/

Kunst, A. (2023, May 25). Gap brand profile U.S. 2022. Statista.
https://www.statista.com/forecasts/1335812/gap-fashion-stores-brand-profile-in-the-united-states

Meyersohn, N. (2022, July 13). What the heck happened to the gap? | CNN business. CNN.
https://www.cnn.com/2022/07/13/business/gap-history-old-navy-retail/index.html

Parker, B. (2023, May 8). H&M Swot Analysis (2023). Business Strategy Hub.
https://bstrategyhub.com/hm-swot-analysis/

Shop gap for casual women’s, Men’s, maternity, Baby & Kids Clothes. Shop Gap for Casual Women’s,
Men’s, Maternity, Baby & Kids Clothes. (n.d.). https://www.gap.com/
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TBH, T. (2021, July 31). Brand: Gap Inc. - the making of the legendary US fashion retailer. The Brand
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Team, M. S. (2023, June 2). Gap Marketing Strategy & Marketing Mix (4PS).
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The Strategy Story. (2023, March 21). Zara Swot Analysis - The Strategy Story. The Strategy Story -
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