Gap Furniture Case

Q1.

There might be some influences in consumer behavior an effect on Gap's future marketing strategy. Now Gap in clothing sector is focused on the demographic segmentation, like age, gender, income. BabyGap is for babies and is serving for the age segment. Also Gap is serving clothes to teens and people above 35 years old. Banana Republic is focused on people with high income. So Gap might consider to focus on other on other segmentation bases like Lifestyle, sportive clothes and this market can be served by Gap. By this way consumer's behavior of demanding lifestyle segmenting clothes might effect marketing strategy of Gap.

Q2

The segments of Gap can be classified as products focusing more on demographic segmented people like family life cycle, for people with medium income, different types of ages, starting with babies finishing with people who are above 35 years old.

Banana Republic is focused on people with high income and the clothes are more expensive and high quality respectively. Also Banana Republic's consumers are likely to be fashionable and open minded.

Old Navy is segmented to people with medium income and generally for families. There are a lot of type product for every kind of person.

The new one can be segmented as the new products for the people with different lifestyle, for example, people interested in different kinds of sport. This market can be suitable for Gap to serve.

Q3

Gap is targeting for teens and people who are older 35 years old.

Banana Republic is targeting people with high income and fashionable lifestyle.

Old Navy is targeting market for families and people with medium income.

New one can be targeting for people with sportive lifestyle, different kinds of sportive people, like football or basketball players, swimmers, athletes and so on.

Q4

I think Gap still have some underserved target markets, like people whose lifestyle is sport. It can produce products focusing on people who play football, basketball, athletes or swimmers in the pool. I think this group of people still can be served by Gap.

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