Changing Demographics

The GAP

Brooke McAuley

Summary by Jessica Kao

The GAP is known virtually world wide. It is a store that needs no translation. The styles are classic and are suitable for just about anyone. This giant company has in recent years seen a drop in sales and some state that it is due to the lack of fashion innovation. Society is more attracted to color now, maybe due to the large amount of ethnic consumers who like to wear colors. GAP will be incorporating bright colors into its items while maintaining the timeless black, gray, black, white, khaki, and hunter/olive green. Its campaigns and slogans are changing as well to appeal to a greater amount of people. The West Side Story ads are the start to this approach. The younger people are wearing jeans and the older people are in khakis. GAP has sizes that fit everyone in various heights and offers a lot of different cuts in denim jeans. Women who have had children need more room in their abdominal area, and GAP gives that to them. The GAP’s goal is to target everybody possible. The company is achieving this through creating many new stores like Banana Republic, Pottery Barn, GAP Kids, Baby GAP, Old Navy, and GAP Body. These are all aimed at different segments of the population and it makes the GAP one of the mega-stores in this world