Revitalization of The Gap

Over the past 10 or 15 years The Gap has gained large notoriety as being a staple brand in North American closets. They had some bad publicity because of the use of sweatshops and newer and cheaper competitors that have lead to a slump in sales over the years. To regain their pervious status they have tried to come up with business plans to help rebrand and revitalize their company. The first move was to use Sarah Jessica Parker as their celebrity endorser, at the height of her and Sex and the City’s popularity. However that did not work as well as they had hoped. Now they have gone on a different route and decided to embark on a ‘system-wide store makeover’ in hopes of becoming ‘more like the neighbourhood Starbucks’. This includes the use of dark wood floors (replacing their old beige ones), new lighting arrangements, and comfy couches for customers to relax and hang out and handwritten chalkboards in all Gap stores to give each store an individualized and personalized touch. So instead of coming up with new branding techniques to suit their brand and its individual needs they have decided to use the business strategy of another well known and highly successful brand as a role model, as their own in the past have not been as successful, in hopes it will work out for them too.