Gap
Summary :
Table of Contents
- Introduction
- Overview of the Gap Company and brand
- Gap's competitors
- Presentation of the research
- Step one: Building hypothesis
- Step two: Verifying and quantifying our hypothesis
- Segments in the target market
- The customer's profile: our theory of consumer behavior
- The strategy
- Target and objectives
- Campaign theme
- Achievement of goals
- Media used
- Budget
- Creations
- Appeals
- Styles of execution
- Appendix
- Bibliography
Abstract
We decided to create an IMC campaign for gap because it is a very large and well-known retailer that has not been successful in capturing the college market in the last few years. gap strives for mass appeal with its designs but the brand style that resulted from a new team of lead designers turned a lot of customers away from gap's previously fashionable basics. Lately, gap's profits have been increasing with the introduction of some newer trendy pieces but we believe that they have the potential to do much better. Most of the clothing sold in gap stores has been described as business casual, but gap identified their target market as 18-24 year-olds, or the college market. However, when we surveyed college students, they guessed the target market to be slightly older working professionals. Additionally, from our initial research, every person surveyed had shopped at gap before and was aware of the brand but they did not find the ads convincing.
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