Case study for GAP in terms of marketing.

I. Executive Summary. Founded in 1969, GAP is a leading international specialty retailer offering clothing, accessories and personal care products for men, women, children and babies Although sales were skyrocketing in the early 1990's, GAP suffered drastically in the beginning 21st century. Sales plummeted, stocks were sold and GAP lost a large quantity of their original customers. This was due to their shift from basic and classic products to new and trendy products. They are now …

…celebrities and promotions such as "Everyone In Khakis" is uniquely GAP and after working so hard to establish this, it should not be given up or changed. Through extensive research into current trends and timeless classics, while maintaining a firm level of control and quality, provided in part by feedback from the customer base, GAP will succeed in owning both of these market segments and will have higher profits than they ever have had before.