Gap (GPS)

Gap brand: Marka Hansen

Gap is focused on regaining relevance with customers by concentrating on product, store experience, and creative marketing campaigns. Like the recent 1969 premium denim relaunch, Gap brand will continue to focus on reinventing key product categories through 2010, such as khakis and pants. To enhance store sales productivity, Gap will continue to optimize the size of its stores. It will also continue to remodel stores to improve the shopping experience. Gap will also return to television advertising in November.

Gap brand: Marka Hansen

For the past year, Gap brand has focused on stabilizing the business, strengthening its brand positioning globally, refining its target customer and delivering great product rooted in clean, classic American design. As a result of this work, Gap is in a solid position with a strong product line up for holiday and is now turning its attention to bringing customers back into stores. Gap brand’s marketing initiatives are shifting to a mix of traditional and non-traditional tactics, including influencer programs and multi-faceted campaigns. For instance, Gap brand is not planning TV during the remainder of the fiscal year, but is rolling out a broad “Vote for ____” campaign that aims to engage with 85 million voters this year. Gap brand’s top priorities for 2009 are driving traffic, executing on its real estate strategy and improving productivity.