Gap- Integrated Brand Communication Plan

INTEGRATED BRAND COMMUNICATION PLAN

Maria Fryda Velarde, 2011

COMPANY BACKGROUND
Founded by Donald G. Fisher and wife Doris in 1969, opened their first store in San Francisco with the simple statement: “I create Gap with a simple idea: to make easier to find a pair of jeans. We remain committed to that basic principle” The company took the name from “generation gap” targeting the lateteem-customers.
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Profile of the product: Modern, sexy, American cool style clothes and accessories.

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Original concept of the brand: Sell affordable and comfortable business-casual clothing while establishing a trademark style. Gap mission is stated as: Simply, to make it easy for you to express your personal style throughout your life.
Their vision is: Every day, we look for new ways toconnect with customers around the world, provide value to our shareholders and make a positive contribution in the communities where we do business.

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COMPANY
OVERVIEW: The Gap, Inc. is a leading U.S. company in the apparel retail market with 3,085 stores under three distinct apparel brand names. “Gap”, budget brand “Old Navy” and urban chic brand “Banana Republic”. Other brandextentions include GapBody, GapKids and Baby Gap. Athleta (women‟s sports apparel) and Piperlime (fashion brands/conducted online). The company has grown since its modest start in 1969 until 2000 when sales began declining “The Gap has lost its groove. Its merchandising is unfocused and it has lost ground to competitors”…National Post . PROBLEMS:
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Brand association lost: The company was havingdifficulty appealing to a younger audience. Gap created alienated customers who tastes, income and livestyles changed. Decline in precieved value: Gap‟s possitioning strategy limited the brand‟s image to a certaing trademark style, without creating enough variation between its siblings chains, who offer versions of the same styles a different prices. As a result, creates confusion in customers,causing them to think Gap offers inferior products at increased prices.

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Lost of market share: To competition (Limited Too, Aereopostale, Abercrombie and Fitch, H&M) due to low bariers to entry and replicable merchandising techniques. Reputation damage: The company faced various events that damaged their reputation. From labor practices scandals in third-world countries to unsucessfuladvertising and marketing campaigns.

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THE TARGET: The Gap brand‟s main focus is casual attire targeted at middle to upper- class who reside in urban or suburban areas. Ambitious, energetic, work/career oriented and active high school graduates, college graduates, young working singles and married males and females between the ages of 18 to 32.

SWOT
STRENGTHS:
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BIG IDEAS
USING THEIRSTRENGTHS: “BASIC CONCEPTS BUT NOT STYLES”
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Strong brand recognition. Wide geographic presence. Strong liquidity position.

“Generation Gap”: Use the original concept of the brand and product approach when the company was founded. They were aware of the trends “basiclook” blue jeans and white cotton t-shirts, which became their hottest sales and the demand of their target market (younggenerations) providing what they WANT and NEED, filling the GAP and creating brand awareness successfully. Reflect with a tuned branding and merchandising, the company „s original concept and product approach (jeans and cotton shirts) with a contemporary look (modern+design) following the trend and listening to their audiences. Making an easy and a enjoyable experience for customers to shop. For example:They can focus on the denim selections(which are their birthright) and complementing the lines with cotton and other material garments with a contemporary and distinctive design and style.

USING THEIR STRENGTHS:

“Generation Gap” Trends: Beyond the product. (Levi‟s Records & Tapes)

“BASIC CONCEPTS BUT NOT STYLES”
First Gap store which opened in the year 1969 in San Francisco....