Gap for New Image Targeting Kids and Baby Boomers

Gap for New Image Targeting Kids and Baby Boomers
New strategies, movement of the top guns and a new apparel concept to cater to the modern moms and aunts is not just enough for Gap, the US-based leading international specialty retailer. The company is looking for a changeover of its image by buffing up not just what it sells but how it sells.

Changes in the approach to business started in late 2002 with improved behind-the-screen logistics and inventory management. The San Francisco-based Gap team is now devoting more attention to areas that are visible to the customer that includes marketing and store ambience.

Sales at Gap stores open for at least a year rose only 2% in the quarter ended October 30, 2004. Available in Gap, Banana Republic and Old Navy stores, the brands include GapKids, babyGap, GapBody. Gap Outlet changes its policies to shift the customer perception that Gap brands have jeans and T-shirts not only for morning walk or an evening stroll but also casual wear for a range of occasions like brunch, casual parties, to a casual workplace or an evening get-together.

The retailer is working from the grass root level to undertake the exercise of changing the image of the stores. First stop in the process is on the mannequins as they are the ones that initially attract shoppers, whether they are a serious lot or just having fun, window shopping.