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Social Factors Customer Profile With its multiple brands GAP segments its market each brand represents a unique image and caters to a distinct demographic Casual basic styles are aimed at the middle market Although GAPs sweet spot is the college age customer more female than male it also targets teens and 25-to-35 year oldsStanford University Banana Republic offers more stylized products to a little older more affluent consumer Old Navy targets families and offers fashionable value-oriented clothing to the bargain-minded consumer Consumers demand greatly affects GAPs strategy which helped GAP to prosper for a period of time It is blurring the lines between store-based catalog and electronic retailers The company launched its online store in November 1997 and Gapkidscom a Website dedicated to childrens clothing To overcome a limitation of cyberspace namely customers cant pull together different outfits as they would in a traditional store gapcom includes Virtual Style This lets customers pair different tops and pants and see the effect Another effort to reach busy consumers the experimental Gap-to-go debuted in Manhattan Customers can order a new outfit via the phone and have it delivered that day for a charge of 10 the cost is 13 for one-hour service Kroll Social Responsibility With stores in six countries every state in the US and corporate operations around the world Gap Inc tries to have a positive impact in the communities in which they do business GAP INC Giving Gap Inc including Gap Banana republic and Old Navy is committed to giving back to the communities Through Gap Foundation the companys charitable arm since 1977 they are especially focused on helping underserved youth Gap supports community organizations throughout the world In addition to cash grants and merchandise donations Gap Inc also matches their employees charitable giving and mobilizing employee volunteers Through their Take Five program they encourage corporate employees to take up to five hours of paid time off each month to volunteer
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