Gap Inc.: For Every Generation campaign

Rayna Bailey

In 1999 Gap Inc., with a reputation for offering consumers affordable casual clothing basics such as khakis, jeans, and T-shirts, shifted its marketing focus to teen shoppers.

Gap Inc.: For Every Generation campaign

Rayna Bailey

OVERVIEW

In 1999 Gap Inc., with a reputation for offering consumers affordable casual clothing basics such as khakis, jeans, and T-shirts, shifted its marketing focus to teen shoppers. To attract teens to its stores, Gap began offering trendy merchandise such as glitter-decorated denim jackets and body-hugging shirts. The strategy backfired when Gap's core customers, baby boomers who had relied on the chain's basic, casual styles, took their clothing dollars elsewhere. Gap's sales went into a downward spiral, and in April 2002 the company reported a 24 percent drop in sales at stores...

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