Social Factors Customer Profile 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 …showed first 75 words of 721 total…

…showed last 75 words of 721 total…been so lucrative. Gap claims to have altered the fit and style of its jeans to make their basics more attractive. But there is a problem: jeans were fashionable last year, not this. For spring/summer 2002, Gap’s high street competitors are concentrating on long cotton skirts instead of denim. Even if the store successfully redesigns its products, it is unlikely that shoppers will head to Gap to buy clothes for the new romantic look.