Marketing Strategies / Strategic Marketing Case Study

Gap’s bet on Store Revamping

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Abstract:
The case deals with the revamping plans of stores of Gap Inc., one of the largest apparel retailers in the U.S. Gap’s same-store sales is facing decline. Based on the consumer study, Gap is planning to revamp the look of its existing Gap stores. The pilot phase involving stores at Denver ends on a positive note. The new look increases fitting room usage and shoppers’ stay in the store. But can it increase the same-store sales? The case can be used to discuss the influencing factors in the store on customers and also to understand whether changing the look of the store can increase the sales.

Pedagogical Objectives:

• To understand Gap’s retail store revamping strategy
• To analyse the decline in the same-store sales of the Gap stores
• To understand whether store décor has an impact on sales.

Keywords : Apparel, Gap, Store revamping, Fashion, Same store sales, Marketing Strategies Case Study, In store elements, Store design, Redesigning, Retail divisions, Shopping Experience, Consumer research, Merchandise, Displays Format, Sales per square foot

Contents:

• Retail Apparel Industry in the U.S.A
• About Gap
• Marketing
• Revamping the Store Format
• Road Ahead