Gap Inc 2012 John R Wells Galen Danskin 2013
Problem Statement of the Case Study
In January 2013, Gap Inc. (Gap) launched a new campaign, called “Because I’m Worth It” (I’m Worth It). The campaign aimed to reconnect with Gen Z (age 18-24), a demographic that had lost its confidence. The campaign was a bold move by Gap to regain its credibility. I was tasked to design the campaign’s print materials and the digital landing page for the campaign website. Section: Objective of the Campaign The objective
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Gap Inc, based in San Francisco, is the world’s biggest and best fashion retailer of clothes and accessories, operating in the US, Europe, and Asia. It was formed in 1969 from a family investment by two brothers, Gilwell and Robert Rell, which grew to be an incredibly successful company through the 70s, 80s and 90s, selling clothing at an amazing price, which was a whole 40 percent less than the high-end stores like Apple and JC Pen
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I worked for Gap Inc. As a product manager in product development from 2012 to 2013. During that period, the company went through a significant change in leadership, new brand strategies, and shifts in focus. Let me start with the beginning. In the beginning, Gap Inc. Was a well-known, established retailer that focused on offering casual clothing to middle-class Americans. The company was highly successful in the 1990s but lost some of its dominance after the recession in 20
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John R Wells, Founder and President of Gap Inc., is considered one of the most innovative business leaders of his time. He has a reputation for inventing new businesses, marketing strategies and innovative product designs. In the past decade he has expanded the Gap brand significantly. This section gives specific examples of Wells’ marketing strategies, including Gap’s iconic “Gap Challenges” in 2004, which encouraged customers to vote for their favorite design in an on-line competition. Gap’s
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Gap Inc 2012 John R Wells Galen Danskin 2013 is a retailer, that operates in the clothing business. Its headquarters are in San Francisco, California, USA. Gap Inc is a worldwide giant, with 2,860 stores in 92 countries, and 7.4 billion sales (year 2014). In 2012 John R Wells Galen Danskin joined Gap Inc to head the Global Merchandising organization. The Global Merch
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Gap Inc’s growth was driven by strong merchandise sales growth and the successful expansion of its retail, e-commerce, and direct selling operations. In the U.S., Gap’s store traffic increased 5.9%, driven by a 14.6% increase in comparable store sales, which included a 6.9% increase in Gap store sales and a 10.5% increase in Old Navy sales. In international markets, including China, we saw comparable store sales increase 3.4% in the index