Content Company Overview
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Demographics and Psychographics
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Customer Profile
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Sustainable Concept
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Process Of The Sustainable Product
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Product Shot
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In Store Signage
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Direct Mail Item
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Window Display
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Company Overview In 1969, Doris and Don Fisher opened the first Gap store in San Francisco, California with its only merchandise being Levi’s and LP records. Don wanted to open his own store because of his frustration with finding a pair of jeans that fit. They decided to call their company The Gap to reference the generation gap. In its 46 years, Gap Inc. has now grown to include the brands Gap, Banana Republic, Old Navy, Athleta, and INTERMIX. Gap stores number over 3,500 around the world with over 150,000 employees making Gap Inc. the largest specialty retailer in the United States. The first GapKids store opened in 1986. In 1990, it was flourishing so much that Gap launched a new extension: BabyGap. Gap’s main challenge was transforming from a discount jean warehouse into a more upscale fashion forward retailer. After continuing to overcome that challenge, Gap Inc. is now an established player in the fashion retail world.
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Demographics and Psychographics Parents with younger children Parents: Late 20's to Early 40's Kids: Ages 5-11 Family Income Level: $50,000 Parents who care about the environment and being sustainable. They want to instill those values into their children. You'll find them cooking dinner with vegetables that they grew in their garden. Their whole family recycles and always looks for organic products. They try their best to carpool or ride their bikes whenever they can. They enjoy going to the park, walking their dog, hiking, and going to the farmers market on the weekend. Their shopping habits are always on a budget, but they do appreciate sustainable product and will more for it.
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Customer Profile
Isabella, 30 with children Savannah, 7, Nicholas,6 and Luke, 2 Yoga therapy instructor Loves the outdoors and teaching her children the qualities of life Often listens to music that inspires them to be loving and kind Enjoys cold weather and hot chocolate Makes sure her children maintain a balanced diet
Brad Copeman ,37 and Maryisabel, 6 His daughter is the apple of his eye Loves taking her out on shopping dates and father/daughter dinner dates On the weekend they go for strolls in the park
Madeline, 34 and Sadie, 6 Mother who loves spending quality time with her daughter Their favorite thing to do is to bake cookies and make croissant rolls They enjoy coordinating their wardrobes They love the simple things in life Loves anything nature oriented
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Sustainable Concept Kids grow about 2.5 inches (6 to 7 centimeters) each year. When it comes to weight, kids gain about 4 to 7 lbs. (2 to 3 kg) per year until puberty starts. This causes their parents to have to buy new clothes for their kids which also means there will be tons of old clothing thrown out every year. Gap Kid is now launching a new program where they recycle old clothing. Parents can get a discount on their next purchase when they bring their old clothes to the store. The recycled clothes will be sent to a workhouse and recycled into lunch bags. The lunch bags will be sold in Gap Kids starting at $25. The program creates job opportunities for the local community as well as a new sustainable product. The sustainable lunch bag will hopefully became an item that can spread awareness of the importance of being eco friendly.
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Process Of The Sustainable Product
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Instagram We are going to promote our sustainable lunch bag on instagram.
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In Store Signage
Direct Mail Item
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Window Display
Kelly Hippenmeyer, Taylor Jackson, Shaniya Shabrach-Ortiz, Pan Wang FASM 400- Contemporary Issues in Fashion Merchandising Professor Monica Jonevski Fall 2016