Courtney CameronNichole BitzKelsee Dehn

Background Information

• Company profile– Don Fisher– Started Gap in 1969– $14.2 billion in sales (2009)– 13,000 estimated employees– 3,100 stores – Expanded line to Gap kids, Baby Gap, Gap Maternity, and

Gap Body.– “Gap has become a cultural icon by offering clothing and

accessories rooted in cool, confident and casual style to customers around the world.”- Gap Inc.

Culturally sensitiveCompany

•Half of the sales of (Product) RED collection go to the global fund to programs that help women & children impacted by AIDS in Africa.

•Campaign features celebrities from Bono to Oprah Winfrey.

•http://www.gap.com/browse/home.do?cid=16591

America’s Favorite Casual Clothing Store Comes To Thailand

Image 1

Location, location, location…• March of 2010, Bangkok Thailand opened its first Gap store

in Central World Plaza mall.

• Central World Plaza is Southeast Asia’s second largest mall.

• The opening was crowded, as to be expected, but it seems the high expectations and built up hype may have been a let down.

• Located on the ground floor, by the two main entrances.

The Staff• The Gap assistants are similar

to American shop assistants; speaking very good English which is still unique in Bangkok.

• They are knowledgeable about the products and quick to pull product s off the shelf.

• Well trained in the American way of helping customers.

Image 3

Struggles with Performance

• The Gap Bangkok did not adapt to the cultural needs of Thailand in order to stay true to their American image.

– Temps year round in Thailand are in the 90’s, Gap seasonal lines are consistent with the Western cultures weather• As well as the color choices for the seasons.

– Language barrier, English being the first language.

The Gap look

• Men: Larger selection then women's,

very typical and plain.

• Women: Limited accessories, sparse and somewhat pricey and dull in color and variety.

Image 2

Sources• http://www.associatedcontent.com/article/2786740/

review_the_gap_bangkok_americas_favorite.html?cat=46• http://www.gapinc.com/public/OurBrands/brands_gap.shtml• http://www.gapinc.com/public/Media/Press_Releases/med_pr_GapProductRed100906.shtml

• Pictures:Image 1:

http://www.gapcorporateinvite.com/fall09/includes/images/t5_horiz_adults_uk.jpgImage 2:

http://www.google.com/imgres?imgurl=http://www.refinery29.com/img/gap1_fall_070808.jpg&imgrefurl=http://www.refinery29.com/finally-falling-into-the-gap.php&usg=__cmNWN7URCgdq2bNYL4JyC9dDLU0=&h=400&w=600&sz=45&hl=en&start=12&itbs=1&tbnid=vv_2ILyt-DYNRM:&tbnh=90&tbnw=135&prev=/images%3Fq%3Dgap%2Boutfits%26hl%3Den%26gbv%3D2%26tbs%3Disch:1

Image 3:http://www.google.com/imgres?imgurl=http://f.imagehost.org/0030/gap.jpg&imgrefurl=http://theportastylistic.blogspot.com/2010/02/portas-lookhello-bangkok-gap.html&usg=__bTFfRJv6RBXXB9CKuiNqVq-zidA=&h=613&w=820&sz=331&hl=en&start=1&itbs=1&tbnid=sW7A654qgF5u8M:&tbnh=108&tbnw=144&prev=/images%3Fq%3Dgap%2Bhello%2Bbangkok%26hl%3Den%26sa%3DX%26gbv%3D2%26tbs%3Disch:1