Gap Swot Analysis

19 Pages 4635 Words

everything to everyone, but instead could concentrate on a certain target

market in the attempt to “brand” the individuals within the market. Branding has been the dominant

approach among specialty apparel retailers ever since.


• Global Sourcing Network

Gap sources its products from over 50 textile and clothing manufacturers worldwide. This effectively

puts Gap in the position to dictate terms to select trading partners that are willing and able to meet its

needs. And it also vertically integrated its storefront clothing sales capability with its garment

manufacturers to control more aspects of the supply chain. Furthermore, its global sourcing network

gives it options in how it work with vendors to get the right products to its customer


• Reach of brands to all demographic groups

Gap has 3,973 stores in three continents. Gap Domestic has 2,201 stores, which includes Gap,

GapKids, babyGap, and GapBody stores. Gap International has 594 stores, Old Navy has 748

stores, and Banana Republic has 430 stores. Gap has six percent (6%) share of the domestic apparel

market. Gap wants to achieve the ubiquity of Starbucks and McDonald’s – part of our culture, one

on every street corner.

Gap has provided it customers with products for men and women aged ten through adult. The

company entered the children’s market with introduction of GapKids in 1986 and babyGap in 1989.

These stores offer casual basic, outwear, shoes and other accessories in the tradition of Gap style and

quality for children to baby. The company launched Gapbody in 1998, offering men’s and women’s

underwear and personal care products.

Banana Republic designs styles for individuals who seek clothing and accessories with quality, value

and style.

Old Navy attempts to make fashion affordable for customers of all ages. ...