G+G challenge: The Gap presentation

G+G CHALLENGE: THE GAP DONE BY: SARAH LEE SY

BRAND STRATEGY •  Epitome of casual

American style •  Accessibly priced,

inclusive to the everyday person

•  High value compared to competing fast fashion brands

•  High quality at affordable prices

•  Retail prices position brand within mid-level high street segment of apparel

•  Strong global presence in over 40 countries

BRAND STRATEGY •  Mass-market appeal VS

American-centric brand strategy

•  Simple, easy, comfortable clothing caters to needs of a wide variety of consumers

•  Kids to millennials to working professionals

•  Appeals to modern person of today

•  Effortlessness as the center of the brand message

TARGET MARKET •  Everybody who dresses

casually at some point of their day

•  Price range: consumers investing in long-lasting casual clothing

•  Demographics: mid-to-high income earners

•  Demographics: English-speaking majority

•  Psychographics: exposed to American lifestyle by way of living or through TV, film & media

TARGET MARKET •  Global, mass-market

brand

•  Aimed at many age groups (many product lines – GapKids, Gap Maternity)

•  No single consumer profile

•  Challenge for marketers: continuous research and adaptation to cater to market changes

COMPETITOR: UNIQLO •  Similar position in

the market •  Occupy similar

competing space in many markets

•  Both have great global presence despite originating from different countries

•  Uniqlo’s advantage: heavy investment in research and development

COMPETITOR: UNIQLO •  Small number of

technically superior clothing products

•  Outerwear, waterproof garments

•  Retains affordable pricing strategy = high product value

•  The Gap: difficult to match quality, over-diversified product line

STEREOTYPES •  American-only brand •  Misleading for global

consumers (especially in Eastern markets)

•  Casual everyday style = barriers into higher end markets and product lines

•  Difficult to feature prominent celebrities in marketing campaigns (odd placement)

•  Pose threat to relatable strategy

Print campaign featuring actor

Jon Hamm

AREAS OF IMPROVEMENT

•  Multiplicity of product offerings = difficult to control quality + difficult to define message

•  Consumers: “Is price worth value?”

•  Diffusion brands (e.g., Athleta) higher price range than core business

•  Dilution of affordability strategy

AREAS OF IMPROVEMENT

•  Blurriness of marketing campaigns

•  Dress normal campaign by Wieden + Kennedy

•  Failure to drive sales

•  Struggle to find identity

•  Difficulty of namesake to compete with popular fast fashion brands

•  Competitors: H&M, Forever21, Uniqlo offer clearer messages

THE END