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.
[...] 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. Based on these two inconsistencies in Gap's mission and our research results, we realized that Gap is facing some very real problems that can be addressed with IMC Overview of the Gap company and brand 3. History: Founded in 1969 by Donald Fisher, The Gap was to be Mr. Fisher's solution to the problem of a lack of customer service and fashionable styles present in department stores of the era. [...]
[...] Need to hire a photograph and a designer to make the poster Paying for the Billboards for 2 months: low cost 15 000$ as those locations are not so expensive as other possible locations in LA like Sunset Boulevard for instance Paying for the banners on Face book and My space 5 000$ for 2 months Cost of the prizes of the online contest: low cost 1000$ as prize#1 doesn't actually cost anything Organizing the on campus stands and sales during 25 000$ one week Coupons : we plan to give coupons to 2000 female 10 000$ students at USC), and each of them costs Gap Putting ads in the Daily Trojan during two months 2 000$ Putting ads on Trojan radio and TV during 1 months 7 000$ before the on campus sale TOTAL 75 000$ V. [...]
[...] (Jeans, coats, tops, accessories) When was the last time you went to a Gap store? What did you think of it? (Clean, modern, fashion, messed up, cheap) Do you think Gap clothes are designed for people like you, or for other types of people: if so, which type? (Try to see if the person identifies with the brand) What about prices at Gap? (Reasonable, expensive?) What about the quality of the clothes at Gap? (Long lasting, only one season clothes) Do you remember a Gap ad? [...]
[...] This makes a tough competitor for Gap because college students, which are drawn to controversy, always want the latest and hippest apparel that they can get with these short-run products. American Eagle Outfitters is a retailer that sells causal and basic apparel and accessories and aims at men and women ages 15-25. JCrew is known for its preppy fashion, including jeans, khakis and other basics, but pricey, items. JCrew also utilizes its catalogue to sell to young professionals. In addition to these stores, Target can seem as another competitor to Gap. [...]
[...] Gap has had declining sales over the past several years, and we think this campaign can have an impact on sales by creating a preference for Gap. One of the reasons, as shown in our research, that our target demographic does not prefer Gap is because they consider Gap to be an older brand. Most of the responses we collected classified Gap as being a brand for 25-35 year old women. It is apparent that if we want to increase sales in our target demographic we are going to need to reposition the brand in order to change this perception. [...]
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