Background
Doris and Don Fisher opened the first Gap store in 1969 as Don couldn’t find a pair of jeans that fits him. They never expected to transform retail but they did it by the guidance of humility, compassion and a strong desire to win. They grew their company thoughtfully as there are more and more customers responded. Today, Gap Inc. is a leading international specialty with 6 brands such as Gap, banana republic, Old Navy, Piperlime, Athleta and Intermix. There are almost 3700 stores and more than 150000 employees worldwide. They also expanding online shopping to customers. Currently, customers in about 90 countries shop in there. Since 1969, the principles such as creativity, delivering results, doing what’s right and always thinking
…show more content…
Its collections of modern wardrobes include denim, classic white shirts and khakis. There are also apparel and accessories for men and women and etcetera collections.
India, the world's second-most populous nation with 1.25 billion people, half under the age of 25, represents an attractive market for Gap's casual wear. However Indians apparel are saris and salwar kameez which known as long shirts and loose trousers but there is a growing numbers of young people are adopting Western attire such as jeans and T-shirts because young Indians are actively embracing fashion in today's retail environment. As Indians love colours, therefore the clothes design on shelves are available from fuchsia to aqua to florals.
Second Price, Gap’s merchandise in India is priced between 799 rupees ($12) to 5,999 rupees ($94.) It prices its clothes lesser than in the U.S. and other countries that GAP had successfully ventured into, because India has little income. Thus people will be able to afford the
…show more content…
Therefore promotions that GAP does is a new-to-market thing for the Indian retail industry.
Bollywood superstar Shahrukh Khan may have something to do with it. Fans of the actor went Gap-hoodie crazy when he sported the garment in 90s blockbuster, “Kuch Kuch Hota Hai.”
Oliver Kaye, who heads Gap’s business in India, says that hoodie wasn’t sponsored by Gap and credits the Indian actor for drumming up interest in the retailer two decades before it actually arrived here.
“India associates Gap with movie stars,” Mr. Kaye said. “There’s some amount of novelty attached to wearing a Gap shirt here.”
Another popular Indian actor, Kangana Ranaut, wore a round neck Gap-emblazoned shirt in “Tanu Weds Manu Returns,” a romantic-comedy released earlier this month, further positioning the brand as aspirational for Indians. Ms. Ranaut is expected to be the chief guest at the store’s opening this weekend. Gap says they didn’t pay her to promote the brand
... Marketer of the Year. The publisher of Fashion Network Report observed that "they made their name into a brand. They are one of the few retailers that has that luxury." Gap now spends more than half a billion dollars a year on advertising: almost five percent of the company's sales is devoted to selling the attitude that brands the clothes and the people who wear them.
The global fashion and apparel industry is a giant with annual turnover of approx. $1.7 trillion and provides employment to approx. 75 million people. With globalization and increasing competition amongst manufacturers, coupled with lower production rates in the developing countries, buying clothes has become way inexpensive than before. Add to it the fiercely growing internet penetration and fast catching up ecommerce industry, clothes are more or
Abercrombie and Fitch, also known as A&F, is an American retailer that focuses on casual wear and accessories for young...
After graduation, Plank traveled to New York City's garment district to test various materials and eventually designed a material out of spandex and lingerie to be worn under the football pads of athletes. Under Armour's product lines include HeatGear, ColdGear, TurfGear and LooseGear, which can be found in more than 8,000 retail stores and on Under Armour's website. The idea was a major suc...
In 2002, CEO of Levi Strauss, Phil Marineau was faced with a tough decision: whether he should sell product at Wal-Mart. In the last five years, Levi-Strauss had lost sales and had to close US plants to move production to cheaper offshore areas. Levi's really needed to revive the brand image to gain back some lost sales and was using marketing to create new advertisements and product placement to broaden their target market. Levi's had tough competition on every level of the price-point spectrum, whether it be high end retailers like Diesel or Calvin Klein, middle vertically integrated retailers like Gap or American Eagles, and on the bottom, private-label brands like Wal-Mart and Target.
The aim of these collections is the attempt to de-emphasize biological differences between genders. And with the absence of gender markings, clothes are devoid of sexuality. We could take David Robert Jones, known as David Bowie, who was an English singer and actor, as an example; looking back his androgynous appearance seemed very radical but today he is still an icon of how two genders can exist in one personality. Bowie expressed his personality and identity not only through the way of living, but also through the way of dressing. Jo B. Paoletti, professor of American Studies at the University of Maryland in College Park, where she teaches courses related to everyday life, including fashion, claims “Fashion, you see, is in the mind. You have to think differently before you can dress differently. By changing their clothes, people risk changing their whole lives and they are frightened. “(2015: 68) This quote one more time proves the idea which goes through ages- there is a great importance of fashion in expressing one’s status, beliefs and sexuality. A lot of famous designers around the world create unisex or hybrid clothes in 2016, for instance such company as Burberry, with a chief creative officer, Christopher Baily, has presented spring/summer collection of androgynous clothing. The fact that one of the most influential fashion developers creates such clothes shows the popularity of gender- neutral dressing at present. Another example of gender- neutral collection that I would like to give is Zara. Zara is a Spanish clothing and accessories retailer based in Arteixo, Galicia. The company was founded in 1975 by Amancio Ortega and Rosalía Mera. Its main aim from the day of establishment has been to reach out for so-called ‘common-people’, who cannot afford designers’ clothes, but wish to dress fashionably. So, in March of 2016 the brand has introduced a range of
The creators of this Ked’s ad uses Pathos by having the little girl in her wonder woman costume making it humorous. As a matter of fact in the ad I see a connection with Taylor and her life experiences. At the age of fifteen Taylor moved to Nashville, Tennessee which is why maybe the ones who produced this ad did this on purpose. To explain the images in the collage that says “Meet …”can be referred to during the time this ad was created there was a competition going on whoever submitted the best and most inspiring video why they should meet Taylor would actually meet her. Lastly, it also highly employs the technique Ethos. It features a very highly famous celebrity who is Taylor Swift. Swift is a singer, actress, recorder producer, and also a stylist who is an idol for many teenage girls. For one thing, the producer used a celebrity like Taylor Swift so teenage girls who is their main focus attract them so they can buy more of their products. Personal beliefs can also tie into the advertisement because it seems like if you have a pair of Keds you will be happy. This can be said, because all of the girls who are in the ad have a smile on their face. Not to mention, in the text it also states “Be brave and you’ll have the time of your life” which is also attempting to persuade the audience if you buy Keds you will have the time of your life referring back to
It may be surprising to some to find out that Old Navy is owned by The Gap, Inc. It may be even more surprising to find out that not only does Gap own Old Navy, it owns Banana Republic and Intermix as well. Some may ask themselves why one corporation owns so many different clothing retail stores. The answer is very simple. Every retail store creates an identity for its customers. Everyone asks themselves before starting any day, “What am I going to wear today?” Our clothes are important to us, not just because they cover us and keep us warm, but because they allow us to express ourselves. Our wardrobes gives us identities. Through comparison with some of its sister brands and analysis of its ads and spatial design, it is clear to see that Old
In the world of fashion, there is denim. It is one of the world’s oldest fabrics, and has been modified and remodelled to go with the latest fashion trends. The first ones who wore this fabric are workers in the California Gold Rush era, designed by Jacob Davis because of its sturdy material that withstood the harsh working conditions. Not just them, even sailors from Italy use this material too as their sailing uniform. Then, it started appearing as an actor’s apparel, and that’s when denim started to become one of a fashion item. People started wearing jeans as part of their daily apparel and even adding their own ideas, such as studs and colouring it with different shades of denim. It doesn’t only stop around that era, but today, they are seen everywhere and has become a major clothing piece for almost all of the age groups. As a reference, we can see young children already wears jeans as part of their clothing, the teenagers added jeans to their wardrobe, and even for the seniors, they consider jeans as a simple and comfortable clothing pieces.
This represents how jeans were important through out all of history and how they are relatable to all everyone.
Levi's has always tried to minimize the impact culture has on its ability to produce standardized products and campaigns. This is done to achieve economies of scale and a higher quality but cultural differences can be very important in the global and domestic markets. The characteristics of a particular cultural group will affect the type of products it desires and how they purchase it and use it. From the 1950s to the 1980s Levis was the image of rebellion and counter culture with public icons such as Elvis and Marlon Brando publically seen wearing the brand. This helped in giving the brand an image of originality and authenticity. But what Levis failed to grasp was that culture changes through time and consumer behaviour and choices change along with it. The rap culture which began in 1992 brought about new trends of loose baggy clothes. Levi's which sold straight tapered jeans failed to meet the needs of its consumer market who demanded loose baggy jeans which were considered as "cool" at the time. This demand was fulfilled by competitor brands such as JNCO, Kickwear and Boss etc who were quick to grab on to Levi's market share with products which were more suited to the younger generation. Even the rebellious image of Levis was taken by other brands like Diesel and Pepe.
test whatever it's a bad effect or not. So when it used on humans, we
Following fashion styles in order to be trendy and to look different and stylish in front of others by wearing different types of clothes and accessories. Fashion can be viewed in people’s style of outlook personality with clothing and hairstyle, style of living and behaving, along with the area of personal interest. Today’s youths are totally influenced by new fashion trends. Fashion brings an interesting twist in our boring life which makes us with feeling of confidence and up to date according to this changing environment. Youth generation is totally affected by this glamorous world of fashion. Their dressing style, hair style, accessories, language and personality all shows that how much they are influenced by fashion.
This cloth recycling process is known as the “Indian shoddy industry (where clothing is completely destroyed in order to permit the reclamation of its constituent fibres)”(Norris). A modernized and westernized India has seen a growth in western name brand clothing such as Levi’s Strauss & Co. Jeans, and other brand name clothing that are favored by adolescents of western society, and have gained increasing popularity amongst Indian adolescents as well. Western clothing has become so popular in India that its own government now considers it a part of traditional Indian clothing. This is a clear example of India's loss of culture as foreign brands are becoming more prevalent within the Indian mainstream. Not only has western clothing such as jeans and t-shirts been accepted into the Indian mainstream, but India itself has delved into the clothing and fashion industry with the creation of new designer brands that perfectly capture western clothing styles.
From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).