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Gap Inc.: A Retail Giant's Journey

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73 views21 pages

Gap Inc.: A Retail Giant's Journey

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Stéphane Doueu
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© © All Rights Reserved
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Management
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See also


References


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From Wikipedia, the free encyclopedia

The Gap, Inc.


Gap Inc. headquarters building

Company type Public company

Traded as NYSE: GPS


S&P 400 component

Industry Retail

Founded August 21, 1969; 54 years ago


San Francisco, California, U.S.

Founders Donald Fisher


Doris F. Fisher

Headquarters San Francisco


,
U.S.
Number of locations 3,352 (Q4 2022)[1]
Area served Worldwide
Key people Richard Dickson (CEO)
Bob Martin (Chairman)
Katrina O’Connell (CFO)

Products Apparel
accessories
personal care products

Revenue US$15.616 billion(2022)[1]

Operating income US$−69 million (2022)[1]


Net income US$−202 million (2022)[1]

Total assets US$11.386 billion (2022)[1]

Total equity US$2.233 billion (2022)[1]

Number of employees 117,000 (2021)[1]

Subsidiaries Banana Republic


Old Navy
Gap
Athleta

Website gap.com
gapinc.com

Footnotes / references
[2][3][4][1][5]

The Gap, Inc.,[6] commonly known as Gap Inc. or Gap (stylized as GAP), is an
American worldwide clothing and accessories retailer. Gap was founded in 1969
by Donald Fisher and Doris F. Fisher and is headquartered in San
Francisco, California. The company operates four primary divisions: Gap (the
namesake banner), Banana Republic, Old Navy, and Athleta. Gap Inc. is the largest
specialty retailer in the United States, and is 3rd in total international locations,
behind Inditex Group and H&M.[7] As of early 2023, Gap employs about 95,000
people.[8]

The Fisher family remains deeply involved in the company, collectively owning much
of its stock.[9] Donald Fisher served as chairman of the board until 2004, playing a role
in the ouster of then-CEO Millard Drexler in 2002, and remained on the board until
his death in 2009. Fisher's wife and their son, Robert J. Fisher, also serve on Gap's
board of directors. Robert succeeded his father as chairman in 2004 and also served
as CEO on an interim basis following the resignation of Paul Pressler in 2007, before
being succeeded by Glenn K. Murphy up until 2014. From February 2015 to
November 2019, Art Peck was CEO of Gap Inc.,[10] until he was replaced by Sonia
Syngal in March 2020.[11] Syngal stepped down in July 2022, with Executive Chairman
Bob Martin serving as interim CEO.[12] In February 2024, Gap appointed American
fashion designer Zac Posen as Creative Director of Gap, and Chief Creative Officer
for Old Navy.[13]

History
[edit]
In 1969, Don Fisher, a California commercial real estate broker specializing in retail
store location, enlisted the help of his friend, Walter Haas Jr., President of Levi
Strauss & Co. Fisher was inspired by the sudden success of 'The Tower of Shoes' in
an old Quonset hut in a non-retail industrial area of Sacramento, California,[14][15] that
drew crowds by advertising that no matter what brand, style or size of shoes a
woman could want it was at The Tower of Shoes. And knowing that even Macy's, the
biggest Levi's customer, was constantly running out of the best selling Levi's sizes,
and colors, Fisher asked Haas to let him copy The Tower of Shoes' business model
and apply it to Levi's products. Haas referred Fisher to Bud Robinson, his Director of
Advertising, for what Haas assumed would be a quick refusal; but instead Robinson
and Fisher carefully worked out a legal test plan for what was to become The Gap
(named by Don's wife Doris Fisher). The name was a reference to the "generation
gap".[16]

Fisher agreed to stock only Levi's apparel in every style and size, all grouped by size,
and Levi's guaranteed The Gap to be never out of stock by overnight replenishment
from Levi's San Jose, California warehouse. And finally, Robinson offered to pay
50% of The Gap's radio advertising upfront and avoided antitrust laws by offering the
same marketing package to any store that agreed to sell nothing but Levi's products.

Fisher opened the first Gap store near City College on Ocean Avenue in Ingleside,
San Francisco on August 21, 1969; its only merchandise consisted of Levi's and LP
records to attract teen customers.

In 1970, Gap opened its second store in San Jose. In 1971, Gap established its
corporate headquarters in Burlingame, California with four employees. By 1973, the
company had over 25 locations and had expanded into the East Coast market with a
store in the Echelon Mall in Voorhees, New Jersey. In 1974, Gap began to
sell private label merchandise.[17]

In the 1990s, Gap assumed an upscale identity and revamped its inventory under the
direction of Mickey Drexler.[18] However, Drexler was removed from his position after
19 years of service in 2002 after over-expansion, a 29-month slump in sales, and
tensions with the Fisher family. Drexler refused to sign a non-compete agreement
and eventually became CEO of J. Crew. One month after his departure, merchandise
that he had ordered was responsible for a strong rebound in sales.[19][20][21] Robert J.
Fisher recruited Paul Pressler as the new CEO; he was credited with closing under-
performing locations and paying off debt. However, his focus groups failed to recover
the company's leadership in its market.

In 2007, Gap announced that it would "focus [its] efforts on recruiting a chief
executive officer who has deep retailing and merchandising experience ideally in
apparel, understands the creative process and can effectively execute strategies in
large, complex environments while maintaining strong financial discipline". That
January, Pressler resigned after two disappointing holiday sales seasons and was
succeeded by Robert J. Fisher on an interim basis.[22][23][24] He began working with the
company in 1980 and joined the board in 1990, and would later assume several
senior executive positions, including president of Banana Republic and the Gap
units.[25] The board's search committee was led by Adrian Bellamy, chairman of The
Body Shop International and included founder Donald Fisher. On February 2, Marka
Hansen, the former head of the Banana Republic division, replaced Cynthia
Harriss as the leader of the Gap division. The executive president for marketing and
merchandising Jack Calhoun became interim president of Banana Republic.[26] In
May, Old Navy laid off approximately 300 managers in lower volume locations to help
streamline costs. That July, Glenn Murphy, previously CEO of Shoppers Drug Mart in
Canada, was announced as the new CEO of Gap, Inc. New lead designers were also
brought on board to help define a fashionable image, including Patrick Robinson for
Gap Adult, Simon Kneen for Banana Republic, and Todd Oldham for Old Navy.
Robinson was hired as chief designer in 2007, but was dismissed in May 2011 after
sales failed to increase. However, he enjoyed commercial success in international
markets.[27][28][29] In 2007, Ethisphere Magazine chose Gap from among thousands of
companies evaluated as one of 100 "World's Most Ethical Companies".[30]

In October 2011, Gap Inc. announced plans to close 189 US stores, nearly 21
percent, by the end of 2013; however, it also plans to expand its presence in China.[31]
[32]
The company announced it would open its first stores in Brazil in the Fall of 2013.[33]
In January 2015, Gap Inc. announced plans to close their subsidiary Piperlime in
order to focus on their core brands. The first and only Piperlime store, based
in SoHo, New York City, closed in April.[34]

In September 2018, Gap Inc. began publicizing Hill City, a men's athletic apparel
brand that launched in October 2018.[35]

In June 2020, Gap Inc. announced its collaboration with Kanye West's Yeezy
Brand: Yeezy Gap. The announcement of the company's 10-year long contract with
the music icon turned fashion innovator saw Gap Inc. garner $34.9 million in media
impact value.

In August 2020, the company announced that it, alongside its Banana Republic
brand, would close over 225 store locations as a result of the COVID-19
pandemic response.[36] Less than two months later, the company announced that the
total number of stores to be closed by 2024 was 350. (220 Gap stores and 130
Banana Republic stores.)[37] The original plan of the company was to close only 90
stores, however, they expanded the number as a consequence of the financial
effects caused by the pandemic restrictions. Most of the stores closed were ones set
in malls.

In November 2020, Gap Inc. partnered with Afterpay. This collaboration was planned
to improve the digital shopping experience.[38][39]

In February 2021, Gap Inc. announced a $140 million investment to build an 850,000
square foot distribution center in Longview, Texas, because it forecasts that its online
business will double over the next two years. The new center will be able to process
one million packages per day once completed in 2022.[40] In August 2021, Gap
acquired Drapr, an online tech application where customers can create 3D Avatars
and virtually try on clothing.[41]

In September 2021, Gap Inc. cut the ribbon for the $41.7 million facility expansion in
Gallatin, TN. In addition to hiring 1,100 employees to meet the demands of market
share growth and peak season, Gap partnered with AHS to implement an automated
order fulfillment system.

In September 2022, the company announced it would end its partnership with Kanye
West.[42] Several days later, Gap announced it would cut some 500 corporate
positions in its San Francisco and New York offices.[43] The firm also cut corporate
jobs in Asia.[44] Gap announced that the layoffs were unrelated to the decision to end
its partnership with West.[43] Gap announced more layoffs in April 2023.[45]

Gap Inc. has decided to completely leave Russia, as well as close all stores in the
country, due to the unpopularity of the brand in Russia.[46]

In 2023, Gap launched a programme to support emerging designers in their early


stages of development. The programme is sponsored by the company's internal
initiative, Create With Audacity, providing space, tools and resources to develop
talent. In partnership with ICON360, the non-profit arm of Harlem's Fashion Row Gap
supports underrepresented Black designers in the industry, as well as fashion
programmes at Historically Black Colleges and Universities (HBCUs).[47]
In 2023, Gap partnered with Cargill, GSK, WaterAid and the Water Resilience
Coalition to launch the Women + Water Collaborative to improve access to clean
water and sanitation in India, starting in the Krishna and Godavari River basins. The
Collaborative continues to build on the work of a previous initiative of USAID Gap Inc.
Women + Water Alliance, which has empowered more than 2.4 million people to
improve their access to water and sanitation in India between 2017 and 2023.[48]

In May 2024, Gap introduced its limited collection in partnership with the Californian
clothing brand, Dôen, celebrating sisterhood.[49]

Corporate identity
[edit]
Logo
[edit]
Gap Inc. owns a trademark to its name, "Gap". The Gap's original trademark was
a service mark for retail clothing store services. The application was filed with
the United States Patent and Trademark Office on February 29, 1972, by The Gap
Stores; registration was granted on October 10, 1972. The first use of the trademark
was on August 23, 1969, and expanded to commercial usage on October 17, 1969. A
second application was filed by Gap Stores, Inc. on September 12, 1970, this time for
a trademark filed for shirts. The first usage for shirts and clothing products was on
June 25, 1974. Trademark registration was granted on December 28, 1976. Both the
service mark and trademark are registered and owned by Gap (Apparel), LLC of San
Francisco, California.[citation needed]

On October 4, 2010, in an effort to establish a contemporary presence, Gap


introduced a new logo. It was designed with the Helvetica font and reduced the
prominence of the brand's iconic blue box. After much public outcry, the company
reverted to its previous "blue box" logo on October 11, after less than a week in use.
[50][51]
Marka Hansen, the executive who oversaw the logo change, resigned February
1, 2011.[52]

August 21, 1969; October 5, 1970 – May 6, 1986


September 6, 1986 – January 1, 2016

October 4–11, 2010

January 1, 2016–present
Brands
[edit]
Banana Republic
[edit]
Banana Republic, a small safari-themed clothing retailer, was purchased by Gap in
1983 and was rebranded as an upscale clothing retailer in the late 1980s.

Old Navy
[edit]
Old Navy was launched in 1994 as a value chain. On February 28, 2019, Gap Inc.,
announced that Old Navy will spin-off from the company, making Old Navy
independent from Gap Inc.[53] This was reversed on January 16, 2020, when Gap Inc.
announced that the separation had been called off.[54]

Athleta
[edit]
Athleta was originally founded in 1998 as an independent company focused on
women's athletic apparel. Gap acquired Athleta in 2008.[55] Gap opened the first brick
and mortar Athleta store in 2011.[56]

Forth & Towne


[edit]
Forth & Towne, the company's fourth traditional retail concept, was launched on
August 24, 2005, featuring apparel targeted toward women 35 years and older.[57] On
February 26, 2007, after an 18-month trial period, it was discontinued.
A Gap location in Westfield Valley Fair, San Jose,
California
The Gap originally targeted the younger generation when it opened, with its name
referring to the generation gap of the time.[58] It originally sold everything that Levi
Strauss & Co made in every style, size, and color, and organized the stock by size.
The Gap was the first of many shops that carried only Levi's. In 1973, Gap started
making their own jeans as a way to differentiate themselves from department stores.
[59]
Gap's current marketing works to appeal to a broad demographic of customers,
whereas Banana Republic presents a sophisticated image with a self expressing
easygoing personality and Old Navy focuses "fun, fashion, and value" for families
and younger customers. While the company has been criticized for blandness and
uniformity in its selling environments, it maintains that it tailors its stores "to appeal to
unique markets" by developing multiple formats and designs.[60] The
domain www.gap.com attracts over 18 million visitors annually, according to a
2008 Compete.com survey.[61] In 2018, a Gap ad campaign featuring a young girl
wearing a hijab has been stirring up controversy in France.[62]

International presence
[edit]

Gap in Hillcrest Mall


The closing down sale at the Gap store in Westfield Sydney
Including both company-owned and franchised stores, as of June 2018, there were
Gap, Banana Republic, Athleta, Intermix, or Old Navy stores in 43 countries.[63] In
January 2008, Gap signed a deal with Marinopoulos Group to open Gap and Banana
Republic stores in Greece, Romania, Bulgaria, Cyprus, and Croatia.[64] In February
2009, Elbit Imaging, Ltd. secured a franchise to open and operate Gap and Banana
Republic stores in Israel.[65] In August 2010, the company opened its first store
in Melbourne, Australia at Chadstone Shopping Centre.[66][67] In September 2011,
Komax opened the first Gap store in Chile, due to a franchise.[68] In October 2011, the
first GAP store opened in Warsaw, Poland,[69] but shut it down and two other locations
in Wrocław and Katowice in 2015. Gap now has a store in New Delhi, India which
opened in May 2015. On February 20, 2016, Gap launched stores in Mumbai at
Oberoi Mall and Infinity-2.

In May 2016, Gap Inc. announced it would shutter all Old Navy stores in Japan in
response to poor Q1 performance for Old Navy and consistent losses across the
organization.[70]

In 2017, Gap closed all seven of its stores in Israel.[71] In 2018, Gap closed all its
stores in Australia.[72]

By May 2021, Gap operated company-owned stores in the United States, Canada,
Mexico, the United Kingdom, France, India, Italy, the Czech Republic, Ireland, Japan,
Philippines, China, and Taiwan as of May 2021.[73]

However, in June 2021, Gap confirmed plans to close all its 81 stores in the UK and
Ireland and go online-only. The company said it would close all its stores "in a
phased manner" between the end of August and the end of September. At the same
time, Gap said it was in negotiations with another firm to take over all of its French
stores. In Italy, Gap said it was in discussions with a partner for the potential
acquisition of the stores there.[74] In September 2021, Gap and British clothes
retailer Next announced a joint venture that will see Next manage Gap's UK website
and place Gap concessions in some stores. The deal preserves Gap's presence on
the UK high street following the closure of its own stores.[75] In November
2022, Baozun announced it intended to purchase Gaps's China unit, and that it would
continue to operate Gap stores in China and Taiwan as franchises.[76]

Product Red
[edit]
This section needs additional citations for verification. Please
help improve this article by adding citations to reliable sources in this
section. Unsourced material may be challenged and removed.
Find sources: "Gap Inc." – news · newspapers · books · scholar · JSTOR (March
2013) (Learn how and when to remove this message)
In 2006, Gap took part in the Product Red campaign with the launch of a special
RED collection, including a T-shirt manufactured in Lesotho from African cotton. The
expanded Gap Product Red collection was released on October 13, 2006. 50 to 100
percent of the profits went to the Global Fund, depending on the item.[77] The
company continued the products into 2007, especially in the lead up to Valentine's
Day, using slogans such as "Admi(RED)" and "Desi(RED)". National Labor
Committee for Worker and Human Rights activists criticized Gap's partnerships
because Gap has historically been accused of sweatshop-like conditions.[78] Product
Red has contributed over $45 million to the Global Fund, more than any other private
donation received to date. Other launch partners included American Express, Apple
Inc., Converse, Hallmark, Emporio Armani, and Motorola.

Controversies
[edit]
Reports from news outlets of sweatshop workers in Saipan not being paid for
overtime work, being subjected to forced abortion, and being required to work in
unsafe working conditions surfaced in 1999.[79] In 2003, a class action lawsuit against
Gap and 21 other companies was started which ended when a settlement of 20
million dollars was reached.[80]

In May 2006, adult and child employees of Western Factory, a supplier


in Irbid, Jordan, were found to have worked up to 109 hours per week and to have
gone six months without being paid. Some employees claimed they had been raped
by managers.[81] The government of Jordan launched an investigation into the supplier
and other textile factories and announced actions to prevent future abuses.
[82]
Walmart, who also sources from the supplier, confirmed "serious problems with
working conditions" at Western Factory and other Jordanian suppliers. As of May
2018, Gap had ceased their relationship with Western Factory.[83]

On October 28, 2007, BBC footage showed child labor in Indian Gap factories.[84] The
company denied knowledge of the happenings; it subsequently removed and
destroyed the single piece of clothing in question, a smock blouse, from a British
store. Gap promised to investigate breaches in its ethical policy.[85]

On February 19, 2014, Glenn Murphy, CEO of Gap Inc., announced Gap will raise
the minimum wages for its 65,000 U.S. store employees.[86]

In 2020, the Australian Strategic Policy Institute accused at least 82 major brands,
including Gap Inc, of being connected to forced Uyghur labor in Xinjiang.[87]

In 2020, a partnership between Gap and the rapper Kanye West was announced as
a part of a 10-year deal. However, West accused Gap of failing to honor terms of the
deal and decided to end the partnership in September 2022.[88]

Carbon footprint
[edit]
Gap reported Total CO2e emissions (Direct + Indirect) for the twelve months ending
31 December 2020 at 241 Kt (-123 /-33.8% y-o-y)[89] and plans to reduce total
emissions 90% by 2030 from a 2017 base year.[90] This science-based target is
aligned with Paris Agreement to limit global warming to 1.5 °C above pre-industrial
levels.[91]

Gap's annual Total CO2e Emissions - Market-Based Scope 1 + Scope 2 (in kilotonnes)
[89]

Dec 2016 Dec 2017 Dec 2018 Dec 2019 Dec 2020

448 406 388 364 241

Management
[edit]
Leadership
[edit]
The current leadership is:

 Richard Dickson, Chief Executive Officer, Gap Inc.[92]


 Katrina O'Connell, Chief Financial Officer
 Mark Breitbard, President & CEO, Gap
 Chris Blakeslee, President and CEO, Athleta
 Haio Barbeito, Brand President & CEO, Old Navy
 Vacant, Brand President & CEO, Banana Republic
 Eric Chan, Chief Business & Strategy Officer
 Amy Thompson, Chief People Officer
 Julie Gruber, Chief Legal & Compliance Officer & Corporate Secretary
 Zac Posen, Creative Director, Gap, Inc. & Chief Creative Officer, Old Navy
 Sally Gilligan, Chief Supply Chain & Transformation Officer
 Sven Gerjets, Chief Digital & Technology Officer
Board of directors
[edit]
Board as of June 2024:[93]

 Mayo A. Shattuck III (Chair of the Board)


 Salaam Coleman Smith
 Richard Dixon
 Lisa Donohue
 Robert J. Fisher
 William S. Fisher
 Tracy Gardner
 Kathryn A. Hall
 Amy Miles
 Chris O'Neill
 Tariq Shaukat
Stores
[edit]

A Gap store on Briggate in Leeds, West Yorkshire


As of the end of Q3 2018, Gap Inc. had 3,688 company-operated or franchised
stores in operation across 43 countries and had the ability to ship to 90 countries. [94]
[95]
Stores in Brazil, Canada, China, France, Italy, Ireland, Japan, Mexico, Spain, UK,
and US (including Puerto Rico) are company-owned; those outside of these countries
are owned and operated by franchises.
In addition to previous store closures (such as the 2011–2013 closures in the U.S.),
hundreds of stores were closed worldwide over several years, starting in 2020.
(See § International presence section for details.) Being mostly based on 2018 data,
the table below is largely out-of-date.

Gap (1,593) Banana Republic Old Navy (1,102) Athleta (148)


(713)
 United States: 594  United States:  United
 Japan: 170[95]  United States: 974 [95]
States: 148[95]
 China: 140 517[95]  Canada: 83[95]
 United Kingdom:  Canada: 62[95]  Mexico: 14
123[95]  Japan: 51[95]  Philippines: 6
 Canada: 105[95]  Mexico: 41  Saudi Arabia: 3
 Mexico: 65[96][97]  South Korea: 7  Indonesia: 1
 France: 35[95]  Turkey: 5[104]  Kuwait: 3
 Turkey: 32[98]  Thailand: 5  Qatar: 1
 India: 30  United Arab  United Arab
 South Korea: 28 Emirates: 4 Emirates: 1
 Saudi Arabia: 23  Chile: 2[105]  Vietnam: 3[107]
 Russia: 17  Indonesia: 3  Malaysia:
 Spain: 14  Peru: 3 opening soon
 Philippines: 12  Philippines: 3  Thailand: opening
 Italy: 11  Saudi Arabia: 3 soon
 Taiwan: 11  Malaysia: 2  Chile: 1[108]
 United Arab  Panama: 2
Emirates: 11[99]  Colombia: 1[106]
 Brazil: 10  Croatia: 1
 South Africa: 9  France: 1
 Thailand: 9  Georgia: 1
 Czech Republic: 8  Italy: 1
 Greece: 8  Kuwait: 3
 Uruguay: 8  Morocco: 1[101]
 Malaysia: 7  Qatar: 1
 Vietnam: 7  Vietnam: 3
 Hong Kong: 7
 Chile: 6[100]
 Indonesia: 5
 Egypt: 4[101]
 Ireland: 4[95]
 Ukraine: 4
 Kazakhstan: 3
 Peru: 3
 Slovenia: 3
 Croatia: 2
 Jordan: 2[102]
 Lebanon: 2
 Qatar: 2
 Bahrain: 1
 Armenia: 1
 Austria: 1
 Azerbaijan: 1[103]
 Cyprus: 1
 Georgia: 1
 Morocco: 1[101]
 Oman: 1
 Pakistan: 1
 Paraguay: 1
 Mauritius: 1
 Panama: 1
 Slovakia: 1
See also
[edit]

 San Francisco Bay Area portal

 Companies portal

 Bonds (clothing)
 H&M
 Forever 21
 Calvin Klein
 Hollister Co.
References
[edit]

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