Rebranding: The Gap
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The project conducted both quantitative and qualitative research, developed a target audience and marketing message recommendation for rebranding The Gap.
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Rebranding: The Gap
- 1. Pitchaya (Pim) Karnchanapimolkul, Hailun Feng, Di Nan Xian Huang, Yubai Li
- 5. GAP_______ CURRENT STATE Sales by regions Other regions 2% Asia U.S Europe Canada Other regions _______ SALES
- 6. GAP_______ CURRENT STATE 3573 3303 384 3113 348 368 824 726 630 1208 1215 1215 174 159 129 _______ SALES
- 7. GAP_______ CURRENT STATECURRENT STATE COMPETITORS _______ H&M Gap Old Navy US Apparel Market Share
- 9. Old Navy Market Share 0.72% Popular for undergarment s 16% & fitness clothes 15% 5967 5987 6051
- 10. Gap Market Share 0.2% Popular for jeans 10% & maternity clothes 10% 3573 3303 3113
- 11. GAP_______ CURRENT STATE_______ OVER ALL 2014 2015 2016 17278 25135 27245 5967 5987 6051 3113 33033573 230.4 239.9 253.4 billion Overall apparel industry
- 12. METHODOLOGY
- 13. GAP_______ METHODOLOGY Qualitative PARTICIPANTS AGES LOCATION BACKGROUND 4 Female/2 Male 22-44 NYC Caucasian, Hispanic African American Quantitative SAMPLE* RESPONDENTS CONFIDENCE LEVEL 500| Male & Female| Age 18+ 791| 63% Male | 37% Female 58.7% <40 23.6% 40-59 17.7% 60+ 95% The quantitative sample was not representative of the market. Have shopped at a department store or mass merchant at least once in the past 6 months.
- 14. CHALLENGE
- 15. GAP_______ CHALLENGE Gap is Hillary Clinton. A 90s Celebrity. Gap is consistent with products and promotions. A conservative, loyal, 40-year-old guy. Simple, business casual, high quality Can have certain expectation on it. Why Gap? H&M is better! Well-organized and Clean store. The staffs are helpful! Pricy and dull in color. Neutral. BRAND ASSOCIATION _______
- 17. unlikable poor hygiene masculine athletic trendsetter could fix car feminine funny in Vogue organized wise smart decadent friendly trustworthy easy to get to know family focused hard working remodel the kitchen GAP_______ CHALLENGE BRAND IDENTITY _______
- 18. unlikable poor hygiene masculine athletic trendsetter could fix car feminine funny in Vogue organized wise smart decadent friendly trustworthy easy to get to know family focused hard working remodel the kitchen GAP_______ CHALLENGE BRAND IDENTITY _______
- 22. TARGET AUDIENCE
- 23. Q12r8: In the past 12 months, about how many times have you shopped for clothing at The Gap? GAP_______ TARGET
- 24. Q12r8: In the past 12 months, about how many times have you shopped for clothing at The Gap? GAP_______ TARGET
- 25. Q25: Now just imagine that Gap was a person that you know. We’d like you to think about your relationship with Gap as if it was a person in your life. Do you feel positive, negative, or a mixture of both emotions towards Gap? Q28-29: Relationships can end for many different reasons. How would you feel if your relationship with this Gap “person” ended? And would you say that over your life, your relationship with this Gap “person” has become closer, or have you grown apart? Positive attitude towards Gap Relationship with Gap GAP_______ TARGET
- 26. Q25: Now just imagine that Gap was a person that you know. We’d like you to think about your relationship with Gap as if it was a person in your life. Do you feel positive, negative, or a mixture of both emotions towards Gap? Q28-29: Relationships can end for many different reasons. How would you feel if your relationship with this Gap “person” ended? And would you say that over your life, your relationship with this Gap “person” has become closer, or have you grown apart? Positive attitude towards Gap Relationship with Gap GAP_______ TARGET
- 27. Demographics: 18-39 years old, male and female Psychographics: They care about quality 56% They are trend-oriented 54% Behavior: They shop fast 83% Influencers: They are more likely to be influenced by friends 60% and people around them 57% GAP_______ TARGET Q4: The following are statements that people have said to us about shopping. Please indicate how much you personally agree or disagree with each statement. Q5: From where, if anywhere, do you get fashion inspiration?
- 28. INSIGHTS
- 29. Customers generally think Gap is expensive Customers generally think Gap is good quality People (19-39) think Gap is popular for jeans and maternity clothes Gap has nothing that can be considered as the best in the retail industry Gap store is clean, well-organized, and comfortable-nothing special Gap does not have many stores close to neighborhood Gap has problems in sizing Gap is more for guys Gap is making progress in its online and offline shopping experience GAP_______ INSIGHTS BRAND _______
- 30. They have stronger affinity with Gap They care about quality more than price They are trend-oriented They shop fast They are more likely to be influenced by friends and people around them They would like to use clothes to make a statement about themselves GAP_______ INSIGHTS CUSTOMER _______
- 31. Basic Apparel Everywhere | Simple style | Frequent promotions Strong awareness GAP_______ INSIGHTS BRAND EQUITY _______
- 32. Down-to-earth & Conservative ● Has few selections ● Dull in color ● Simple and clean High Quality & Excellent In- store Experience ● Nice jeans and khakis ● Friendly Staff ● Business Casual ● Well-organized store GAP_______ INSIGHTS BRAND EQUITY _______
- 33. Feeling Just OK ● Safe choice ● No surprise Lack of Personality ● Like a 90s celebrity ● Can have certain expectation. ● Nothing can be considered as the best GAP_______ INSIGHTS BRAND EQUITY _______
- 34. You can count on it Inspire sense of belonging Strong brand affinity GAP_______ INSIGHTS BRAND EQUITY _______
- 35. We live in a post-truth era: fake news, made- up data, false reality and intimacy on social media... GAP_______ INSIGHTS CULTURE _______
- 37. On-line Off-line
- 38. Authenticity
- 39. “Millennials may not be able to put into words what makes a brand authentic, they know it when they see it.” “Being authentic is about being comfortable with your identity, knowing who you are, owning it consistently, and not trying too hard.” --Unlocking The Power Of Authenticity with Millennial Consumers
- 40. “Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen.” --Brené Browe
- 41. For millennials who pursue authenticity, Gap is the only brand that offers them high quality, simple, classic clothing, so they can embrace their true selves and find true happiness. GAP_______ INSIGHTS POSITIONING _______
- 42. unlikable poor hygiene masculine athletic trendsetter could fix car feminine funny in Vogue organized wise smart decadent friendly trustworthy easy to get to know authenticity hard working remodel the kitchen GAP_______ INSIGHTS POSITIONING _______
- 44. Dress Normal.
- 45. Dress Normal.
- 47. 2014 2015 2016 Result: Sale Slides 3113 3303 3573 GAP_______ RESULT
- 48. Takeaways from campaign failures GAP_______ RESULT ● Normal people don’t want to dress normal. ● They want something aspirational
- 49. RECOMMENDATION
- 51. UNCOVER YOURSELF. No filter. No mask.
- 53. UNCOVER YOURSELF. Confident Comfortable Composed
- 55. UNCOVER YOURSELF. Different Daring Determined
- 56. AUTHENTICITY GAP Are you ready to bridge it?
- 57. “I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.” - Alicia Keys
- 59. UNCOVER YOURSELF Q & A
- 60. [1] Gap Inc. (2016). 2016 annual report. Retrieved April 20, 2017, from http://www.gapinc.com/content/dam/gapincsite/documents/GPS%202015%20Annual%20Report.pdf [2] H&M. (2015). 2015 annual report. Retrieved April 20, 2017, from https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20Report%2 02015.pdf [3] Old Navy. (2015). 2015 annual report. Retrived April 20, 2017, from http://www.gapinc.com/content/dam/gapincsite/documents/GPS%202015%20Annual%20Report.pdf [4] Tracy, S. Bridging. (2012, April 12). “The Gap” in the U.S. and Global Retail Apparel Markets. Retrieved April 20, 2017, from http://www.tracyschikora.com/2012/04/12/bridging-the-gap-in-the-u-s-and-global-retail-apparel-markets/ [5] H&M Group. (2016, Jun 22). H & M HENNES & MAURITZ AB SIX-MONTH REPORT. Retrieved April 20, 2017, from http://about.hm.com/en/media/news/financial-reports/2016/6/2241044.html [6] CSIMarket. (n.d.). GPS's Competition by Segment and its Market Share. Retrieved from April 20, 2017, http://csimarket.com/stocks/competitionSEG2.php?code=GPS [7] Mintel. (2017). U.S. Apparel Market Size. Retrieved from April 20, 2017, http://marketsizes.mintel.com.ezproxy.cul.columbia.edu/snapshots/USA/271/instance/single GAP_______ SOURCES
- 61. [8] Unlocking The Power Of Authenticity With Millennial Consumers. (n.d.). Retrieved April 20, 2017, from https://www.mediapost.com/publications/article/203540/unlocking-the-power-of-authenticity-with-millennia.html [9] A quote from The Gifts of Imperfection. (n.d.). Retrieved April 21, 2017, from http://www.goodreads.com/quotes/364377- authenticity-is-a-collection-of-choices-that-we-have-to [10] Lara O'Reilly. (2014). The Gap’s Sales Go Into A 3-Month Slide Following Its 'Dress Normal' Ad Campaign Failure. Retrieved April 20, 2017, from http://www.businessinsider.com/gap-november-sales-down-4-percent-2014-12 [11] Business Insider. (n.d.). MARKETING MONDAYS: The Gap Suffers A Decade-Long Identity Crisis. Retrieved April 20, 2017 from http://www.businessinsider.com/gap-advertising-campaigns-2011-5?op=1/#e-office-is-a-huge-hit-in-2008-so-gap- gets-rainn-wilson-dwight-schrute-to-sing-with-selma-blair-for-its-holiday-campaign-7 [12] Advertising Age. (2017, February 02). Gap Pushes New Campaign With Children of Its '90s Spokespeople. Retrieved April 20, 2017 from http://adage.com/article/cmo-strategy/gap-turns-past-future/307824/ [13] Business Owner’s PlayBook. (n.d.). Brand Archetype. Retrieved April 20, 2017 from https://www.thehartford.com/business-playbook/in-depth/choosing-brand-archetype [14] Impress. (n.d.). Everyman Brand Archetype: Is Your Brand Relatable?. Retrieved April 20, 2017 from http://impress1.com/connect/blog/entry/everyman-brand-archetype.html GAP_______ SOURCES
- 62. [15] GoodReads, (n.d.). What Is Authenticity?. Retrieved April 27, 2017 from http://www.goodreads.com/quotes/364377- authenticity-is-a-collection-of-choices-that-we-have-to GAP_______ SOURCES
Notas do Editor
- Here we have some important moments in Gap’s history, as we can see, the first Gap store was opened in San Francisco, California and went public in 1976, offering 1.2 million shares of stock. Since 1983, Gap has been gradually acquiring Banana republic, and Old Navy. Also, it began to open stores out of United States in countries, such as London and China, meaning the brand is positioning itself from a local brand into a global one.
- Now let’s begin with Gap’s current state.
- This pie chart shows Gap’s current state according to sales by regions from The Gap 2016 annual report. As you can see, the U.S accounted 57% of the total sales, which is the largest percentage and the main area we will focus on, following by Asia, Europe, and Canada.[1]
- As for the sales trend on each region, although the highest sales still occurs in the U.S, it is clear especially in the U.S and Europe that the sales decreased from 2014 to 2016. However, even if there is not much decline in Canada or the sales remain the same for Asia, the difference is only by a small percentage. [1]
- Brands: H&M Old Navy Gap Once: 27% 18% 16% Twice: 18% 17% 16% 3-4 times: 11% 21% 12% 5-6 times: 12 % 9% 9% Source: data collected from the questionnaire With similar number of sales, number of market share, and the number of times our sample group shop from each brand, this brings H&M and Old Navy as our main competitors. However, the percentage our sample shop at H&M and Old Navy are higher than the Gap in almost all the categories. [2 & 3 & 4]
- Let’s look at our first competitor. H&M accounts for 2.35% of the market share of the apparel industry in the U.S, where they are most popular for their tops. Their sales trend are also increasing continuously from 2014 to 2016. [2 & 5] As for their presenter, David Beckham continues to work with H&M for a third season of Modern Essentials. A style icon that helps to reflect the brand in a very fashionable and stylish manner, which is also what people in our focus group commented.
- As for Old Navy, the company accounts for 0.72% of the apparel industry in the U.S., where they are most popular for undergarments and fitness clothes. Their sales trend are also increasing especially from 2015 to 2016. [6] As for their brand ambassador, Amy Poehler was chosen to be their presenter as a funny lady campaign for the past three years, which reflects how people in our focus group associate Old Navy as funny and accessible.
- Lastly, let’s look at the Gap. Their market share in US apparel industry is only 0.2%, lower than both H&M and Old Navy. The brand is most famous for jeans and maternity clothes. As for their sales trend, it is declining from 2014 to 2016, while both of their competitors increase their sales yearly. Their brand ambassador was Pharrell Williams, who is a famous artist, someone who should help change Gap’s image although results still shows a decline in sales. [6]
- This chart here shows the comparison between the overall growth trend in apparel industry and growth trend within each brand from 2014 to 2016. According to Mintel, the overall growth trend in the apparel industry, the growth is going upward, showing an increase. [7] This means the overall apparel industry in the U.S are doing well, with similar trends occurring in H&M and Old Navy. The Gap on the other hand, is the only brand that is experiencing the problem and that problem is from within internally. [1 & 2 & 3]
- To figure out why Gap sales declined and the consumers’ perception of Gap, we conducted both qualitative research and quantitative research. For qualitative research, we created focus group screener to recruit participants aged 22~44 who have shopped clothes in the past 6 months with diverse background. The focus group discussion was held at Focus Suite on Thursday, Feb.16th. For the quantitative part, we recruited 500 adults who had shopped clothes in past 6 months(the age and gender were listed on slide).
- What do we get from these researches?
- Source: data collected from the focus group Here is what we got from the Focus Group. For the brand image, the participants considered Gap as a 1990s celebrity such as Hillary Clinton or Madonna. If Gap was a person, Gap would be a 40-year-old guy who was conservative and loyal to his family; For the products of Gap, participants all agree that the Gap does well in sales, in-store services, and style consistency. Before shopping at Gap, you can have certain expectation on it; However, many participants mentioned that Gap was a little pricy and dull in color. If their friend planned to shop at Gap, they would respond:”Why don’t you go to H&M? H&M is better!”
- Source: data collected from the questionnaire Then let us look at what we got from quantitative research. Here is the word cloud we got from the brand association question. The most frequently mentioned words are: Trendy, Expensive, Jeans, Young, Classic, Quality. We can tell most of the associated words are quite positive such as Comfortable, Preppy and Affordable. Only a few negative words were mentioned: Boring, Old, Small and Terrible. Moreover, we can also find some interesting contradictions in the word cloud such as expensive VS; inexpensive, old VS. young; Old & Boring VS. Trendy. To further understand this problem, we need more data from the research.
- If we put Gap into the whole apparel category, when compared the brand identity with its main competitors such H&M Zara, and Old Navy, things are quite different.
- It is easy to tell that Gap is far from Trendsetter, Feminine and Vogue. These are characters that most of its competitors share. Most importantly, Gap is the only brand which is closest to the origin point. What does it mean? It means it is not wise and organized; Gap is also not athletic and trendy; and it is not funny and poor hygiene at all. From the consumers’ perception, Gap is neither good nor bad, neither expensive nor cheap; Gap is neither trendy nor old; Gap is lacking of personality.
- To have a deeper understanding of Gap’s personality, it is a good choice to look at Gap through the lens of brand archetype which can unleash powerful brand positioning. These narrative structures are remarkable as they tag into the core motivation, drives and fears all human have. The brand archetype can help us understand who Gap is and what it stands for. Due to our previous analysis, we figure out that the brand archetype of Gap is the Everyman. The Everyman is just a regular guy/girl. The Everyman goes by many names, including Good Old Boy, Person Next Door, Regular Jane, the Common man, Good Neighbor and the Silent Majority. In the mind of the Everyman, all men and women are created equal. This mindset allows them to be empathetic towards others and not carry a pretense towards those that are different from them. Their simple values and a need for belonging help them develop common and wholesome virtues that endow them with a realistic and down-to-earth perspective of the world. For Everyman, it’s about getting it done without drawing attention to themselves. [12 & 13] The core desire of Everyman type is to connect with others. The Everman type brand make the consumers feel OK just as they are. This archetype is good for the brand who offers sense of belonging, low to moderate price with everyday functionality. However, the weakness of Everyman type is it can easily lose its own self. The Everyman brand can lack a distinctive identity and blend in too much. EVERYMAN TYPE Goal: To belong, or connect with others Traits: Down to earth, supportive, faithful, folksy, person next door, connects with others Drawback: Could lack a distinctive identity and blend in too much Marketing niche: Common touch, solid virtues, gives a sense of belonging
- In conclusion, the biggest challenge of Gap is: Gap has no personality.
- Therefore, our objective is clear and direct: Give Gap one personality.
- Source: data collected from the questionnaire In the past 12 months, millennials have the highest shopping frequency at the Gap. On average, millennials shop at the Gap 1.8 times, while the other two age groups shop 1.4 times and 0.3 times respectively.
- Source: data collected from the questionnaire
- Source: data collected from the questionnaire Millennials have a more positive attitude towards Gap, compared to the other age groups. Among all survey participants, 44% of millennials feel positive emotions to Gap if Gap was a person they know. The percentage is the highest among all age groups. Millennials tend to have a bond with Gap. Question 28 and 29 from the survey were asking participants whether their relationship with Gap has become closer, or grown apart, and how would they feel if the relationship with Gap ends. So if we compare data of different age groups, we could say millennials have closer relationship with Gap.
- Source: data collected from the questionnaire
- Source: data collected from the questionnaire Psychologically, they are very trend-oriented. 54% of them said It is important for them that the stores they shop at have the trendiest products They care about the quality. 56% of them said “I try to buy only the highest quality products, regardless of price.” In terms of behavior, they shop fast because they tend to be busy and don’t have much time for shopping. They are more likely to be influenced by peers.
- Based on what we have talked about previously, we drove some insights and categorized them into three parts, the consumer, brand, and culture insights that can aid us in crafting the message.
- Source: data collected from the questionnaire What really stands out in the brand insight part is that Gap has nothing is considered as special or the best in the retail industry. Though the brand store from the consumer's’ perspective is clean, well-organized, and comfortable, all of which are all the qualities that brands are pursuing today.
- Source: data collected from the questionnaire Our target audience is less interested in advertisements saying that we should not express ourselves via clothes and accessories, which means they want to be self-expressive, and hold the belief that what kind of cars they drive and clothes they wear tells people who they are.
- Based on the brand and consumer insights, we came up with this brand equity pyramid that summarizes consumer’s perception towards Gap, and this can aid us in crafting the messages.
- People today are trying so hard to curate a perfect image online, what they have in daily life is very much different from what they present online, they always want to show how happy they are on social media, though they are not happy offline at all. We deserve living comfortably, and stop pretending to be others.
- We live in a post truth era where there is fake news and made-up data, there is an ongoing tension between our online and offline lives. The effort it takes to showcase a “perfect” life online is difficult, time consuming and places added pressure to constantly being happy. Moreover, people are spending their life trying to fit in. When we try so hard to be someone we’re not, we lose sight of ourselves and end up doing things to please other people and become what they want us to be. Under such circumstances, being true to ourselves is what we desire. In other word, authenticity is a cultural trend that appeals to people today. Being authentic is about embracing your true self, living your own dreams, not trying to fit in, being proud of what makes you unique instead of following the crowd.
- Now we have our positioning for Gap, what kind of message should we craft for the brand? Before we jump into that, let’s first take a look at the recent campaigns they have done.
- In 2014, Gap launched a campaign “dress normal”.It featured celebrities including Elisabeth Moss, Michael K. Williams “dressing normally” and encouraged viewers to make their “actions speak louder than clothes.” [12] Gap described the campaign as a "rallying cry to be confident in who we are by dressing how we're most comfortable." But how did it work? The sales keeps sliding.