As part of Gap's growth strategy, it also moved into new apparel categories, including children's clothing, leading to the launch of Gap Kids in In , Gap officially opened its doors overseas, with its first store in London. To help develop a more upscale identity, Gap brought on Millard "Mickey" Drexler as CEO, who oversaw the company for much of the s. During his tenure, Old Navy was created, initially intended as a lower-priced alternative to Gap when it opened its doors in Old Navy quickly became beloved across a wide consumer demographic for its playful designs and fun slices of Americana, like its annual Fourth of July apparel.
However, after a month period of slumping sales attributed to over-expansion, Drexler was asked to step down in This was the first sign that Gap's fortunes could turn.
Though trouble was brewing behind the scenes, the late s and early aughts led to some of Gap's most iconic advertising campaigns. Gap began to focus on charitable initiatives and in it launched its Product Red initiative. Also in , Gap was among the retailers implicated in a series of labor rights protests after reports surfaced alleging poor working conditions at factories overseas.
Looking to the future of retail, Gap embarked on a series of failed experiments including launching Piperlime in The store was intended for women 35 years and older. Learning from its mistakes, Gap turned instead to smart acquisitions and purchased Athleta in Despite its struggles, Gap still managed to garner buzz during this period, including high-profile moments like a visit from President Barack Obama.
Still, Gap brands began to feel the weight of dwindling foot traffic in malls and the push toward e-commerce. In October , the company announced it would close stores in the US by As Gap continued to struggle in the following years, it turned its sights back toward acquisitions and other growth areas. In , Gap acquired the designer clothing company Intermix, adding a hint of luxury to the portfolio. In , Gap looked to capitalize on the growing menswear market by launching its own company, Hill City.
It also experimented with technology, including integrating mobile payments in stores. Still, sales continue to suffer and performance at Gap's namesake brand remains especially bleak. In February , Gap announced that it would spin off Old Navy as an independently run brand. Peck leaving, paired with bleak sales across the brand portfolio, was followed by an immediate drop in the company's stock price. Looking to the future, the fate of beleaguered Gap remains unclear.
Loading Something is loading. About Gap Gap. Two women models. Play banner animation Pause banner animation Founded in a state of idealism, we are champions of individuality, pioneers of inclusivity, shapers of culture, forces for good and believers in possibility.
Gap continues to build on its heritage grounded in denim. Old Navy Chelsea storefront. Man smiling. Back to top. One week it could be dresses, next week it could be discounted jeans for the entire family, and the third week it could be on-sale swimsuits and flip-flops.
While not everyone may enjoy the clothing style they offer, everyone can certainly appreciate the affordability aspect that Old Navy is highlighting. A bit more muted and understated, right? They also switch up what they show on their homepage.
One week it could be a sale on polos, but the next week they could be advertising their latest jean cut and yes, they are full price. The clean lines make the homepage appear organized and expensive, and nothing is out of place. Banana Republic offers consumers high quality fashion without having to head to 5th Avenue, Michigan Avenue, or Rodeo Drive.
To get them, customers will want to shop with a company they already trust, i. Gap Inc!
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