Gap (GPS)

Gap Inc. Direct: Toby Lenk

Gap Inc. Direct has grown from $595 million in sales in fiscal year 2005 to more than $1 billion in sales for fiscal year 2008, and continues to offer growth opportunities for the company. In 2009, Gap Inc. Direct successfully integrated acquired active wear brand Athleta into its online platform. In addition, the company added contemporary apparel to its online shoe and handbag shop, Piperlime. To more deeply engage with existing customers and allow potential customers to better understand clothing options and fits, Gap Inc. Direct recently added customer reviews across all of its brands’ e-commerce sites. The division’s top priorities for 2010 focus on international expansion by offering customers in Canada and the United Kingdom the ability to shop online.

Gap Inc. Direct: Toby Lenk

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.