Interviews
News Flash
Gap Inc outlines business strategies for brands
17 Oct '08
5 min read
Banana Republic: Jack Calhoun
2008 marked Banana Republic's 30th anniversary, and the division is focused on both near-term strategies to drive traffic and long-term positioning as a global, accessible luxury brand that can expand into new categories and geographies.
As part of this, Banana Republic's marketing aims to connect with its affluent, thirty-something, “city style,” professional demographic, by showing up where this audience congregates, both online and offline. Banana Republic's top priorities for 2009 are driving traffic, increasing differentiation, and offering brand-right product. Banana Republic opened its first store in the United Kingdom earlier this year, and the company anticipates further growth opportunities in Europe.
Gap Inc Strategic Alliances: Art Peck
In less than two years, more than 100 Gap and Banana Republic franchise stores have opened around the world. The positive customer response is a testament to their brand equity. Gap Inc.'s franchise model is highly scaleable and allows Gap Inc. to expand quickly across multiple countries with low capital expenditure requirements and high return.
To date, the company has signed agreements for 21 countries in Southeast Asia, Eastern Europe, Latin America and Russia and opened 78 Gap and 31 Banana Republic stores in 13 countries: Bahrain, Greece, Indonesia, Kuwait, Malaysia, Oman, Qatar, Philippines, Saudi Arabia, Singapore, South Korea, Turkey and United Arab Emirates. Gap stores will open in Moscow, Egypt and Jordan for Holiday 2008. Top priorities for 2009 are executing on the signed franchise agreements to open stores in places like Mexico, Bulgaria and Romania.
Gap Inc's online business provides a strong growth opportunity. The innovative platform, which ties the company's four brands together, offers a distinct competitive advantage. Gap Inc.'s online division posted net sales of $595 million in 2005 and grew to $903 million in 2007 and is expecting to surpass the $1 billion threshold for 2008. The e-commerce sites represent a marketing platform for the stores, as customers frequently pre-shop online.
Over the past three years, Gap Inc. Direct has overhauled its technology platform, launched Piperlime, an online fashion shoe and handbag destination, unveiled Universality, which offers customers an easy way to cross-shop all four brands with one check out experience, and added Athleta to its roster of brands.
Top priorities for 2009 include integrating Athleta into the Universality platform, continued innovation on Universality, growing Piperlime, and exploring the expansion into new online geographies such as Canada and the UK.
2008 marked Banana Republic's 30th anniversary, and the division is focused on both near-term strategies to drive traffic and long-term positioning as a global, accessible luxury brand that can expand into new categories and geographies.
As part of this, Banana Republic's marketing aims to connect with its affluent, thirty-something, “city style,” professional demographic, by showing up where this audience congregates, both online and offline. Banana Republic's top priorities for 2009 are driving traffic, increasing differentiation, and offering brand-right product. Banana Republic opened its first store in the United Kingdom earlier this year, and the company anticipates further growth opportunities in Europe.
Gap Inc Strategic Alliances: Art Peck
In less than two years, more than 100 Gap and Banana Republic franchise stores have opened around the world. The positive customer response is a testament to their brand equity. Gap Inc.'s franchise model is highly scaleable and allows Gap Inc. to expand quickly across multiple countries with low capital expenditure requirements and high return.
To date, the company has signed agreements for 21 countries in Southeast Asia, Eastern Europe, Latin America and Russia and opened 78 Gap and 31 Banana Republic stores in 13 countries: Bahrain, Greece, Indonesia, Kuwait, Malaysia, Oman, Qatar, Philippines, Saudi Arabia, Singapore, South Korea, Turkey and United Arab Emirates. Gap stores will open in Moscow, Egypt and Jordan for Holiday 2008. Top priorities for 2009 are executing on the signed franchise agreements to open stores in places like Mexico, Bulgaria and Romania.
Gap Inc's online business provides a strong growth opportunity. The innovative platform, which ties the company's four brands together, offers a distinct competitive advantage. Gap Inc.'s online division posted net sales of $595 million in 2005 and grew to $903 million in 2007 and is expecting to surpass the $1 billion threshold for 2008. The e-commerce sites represent a marketing platform for the stores, as customers frequently pre-shop online.
Over the past three years, Gap Inc. Direct has overhauled its technology platform, launched Piperlime, an online fashion shoe and handbag destination, unveiled Universality, which offers customers an easy way to cross-shop all four brands with one check out experience, and added Athleta to its roster of brands.
Top priorities for 2009 include integrating Athleta into the Universality platform, continued innovation on Universality, growing Piperlime, and exploring the expansion into new online geographies such as Canada and the UK.
Gap Inc
Popular News
Leave your Comments
Editor’s Pick
Esteemed Clients
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
