THE GAP

             Donald and Doris Fisher founded the Gap Inc.; in 1976, the company is a global apparel giant and specialty retailer selling casual apparel, accessories and personal care products under a variety of brand names. The Gap started it all in 1976 followed by Banana Republic in 1983, Baby Gap in 1990, Old Navy in 1994 and Gap Body in 1998. These stores are located throughout the United States, Canada, Europe and Japan. The Gap sells its products through both traditional retail stores and online stores.
             Mr. Fisher was in the real estate business before he entered retail. Donald fisher started the Gap because he had difficulty exchanging a pair of jeans that were too short at a very upscale department store. The lack of customer service left him very dissatisfied he saw an opportunity for a line of apparel combined with a store that offered more focus on customer service maintaining that his store would always be neat and clothes never in disarray. The first store was opened in the San Francisco area offering Levis Straus jeans in a variety of sizes along with records and books. When the FTC regulations were changed stating that manufactures could no longer fix retail prices The Gap moved to selling cotton apparel in a large selection of colors. The Gaps marketing plan for the early 80 through the mid to late 90 was "give the customer a good product at a good price with great service". The Gap Inc. covered all social classes offering very affordable clothing at its Gap and Old Navy stores followed by Banana Republic for the high-end customers thereby covering all economic classes.
             Millard Drexler came to the Gap in 1983 as a general manager reporting to the then president Donald Fisher. It was Drexler that removed Levis Strauss and replaced them with the Gap's own label. Drexler was the brain behind the purchase of Banana Republic, which has since evolved into the Gaps high end line. It was said that Drexler wa...

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THE GAP. (1969, December 31). In MegaEssays.com. Retrieved 10:02, March 29, 2024, from https://www.megaessays.com/viewpaper/29167.html