With its multiple brands, GAP segments its market; each brand represents a unique image and caters to a distinct demographic. Casual, basic styles are aimed at the middle market. Although GAP's sweet spot is the college age customer (more female than male), it also targets teens and 25-to-35 year olds(Stanford University). Banana Republic offers more stylized products to a little older, more affluent consumer. Old Navy targets families, and offers fashionable, value-oriented clothing to the bargain-minded consumer.
Consumers" demand greatly affects GAP's strategy, which helped GAP to prosper for a period of time. It is blurring the lines between store-based, catalog and electronic retailers. The company launched its online store in November 1997, and Gapkids.com, a Website dedicated to children's clothing. To overcome a limitation of cyberspace -namely, customers can't pull together different outfits as they would in a traditional store - gap.com includes "Virtual Style." This lets customers pair different tops and pants and see the effect. Another effort to reach busy consumers, the experimental Gap-to-go, debuted in Manhattan. Customers can order a new outfit via the phone, and have it delivered that day for a charge of $10; the cost is $13 for one-hour service (Kroll).
With stores in six countries, every state in the US and corporate operations around the world, Gap Inc. tries to have a positive impact in the communities in which they do business. .
GAP INC. Giving.
Gap Inc., including Gap, Banana republic and Old Navy, is committed to giving back to the communities. Through Gap Foundation, the company's charitable arm since 1977, they are especially focused on helping underserved youth. Gap supports community organizations throughout the world. In addition to cash grants and merchandise donations, Gap Inc. also matches their employees" charitable giving and mobilizing employee volunteers.