"The Gap" Essay by The Research Group

"The Gap"
A 1992 examination of "The Gap" in terms of company history, merchandising strategy, sales promotion and store locations and facilities.
# 19841 | 900 words | 4 sources | 1993 | US
Published on Feb 26, 2003 in Business (Companies) , Business (Industries) , Business (Marketing)

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The Gap was founded in 1969 during the era of the hippies and flower children. Chairman Donald G. Fisher was the founder. In 1969, he was a forty-one-year-old real estate developer. One day, he found he could not exchange a pair of Levis that were an inch too short. He decided there was a need for a store that sold jeans in a comprehensive array of sizes, so he opened a shop on Ocean Avenue in San Francisco. In his first ads he claimed to have "four tons" of Levis, and the store was a big success. Gap stores were soon being built all across the country.

At first, since Levi Strauss & Co, would not allow discounts on its jeans, the store sold levis at a 50 percent markup. In 1976, the Federal Trade Commission ruled that manufacturers could ..."

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