05 Oct 2009

Sample Essay: Merchandise That This Retailer Doesn't Stock and Should

Opportunity within the Department

All the employee and staff of Gap, Inc have goals and responsibilities and they were given a task not limited to certain categories stated in their job description. Every staff was encouraged to think outside the box and become creative in their line of work. Gap, Inc. has several opportunities in terms of their style in handling their people and giving them a positive and passionate way to become more creative and productive. Gap, Inc molds and challenges their people into a more extraordinary work. In the year 1969, Gap, Inc started by their jeans as their only product line and eighth year later they were able to become a multi billion dollar global company. The company carries three strongest apparel brands on the market namely Gap, Old Navy, and Banana Republic. Each brand has respective market and they were being positioned for tremendous business growth. Every department in the company is comprised with multi-oriented people and this factor brought an incredible opportunity for the entire business.

Currently, the company is carrying products that cater infants and adults and they have 1,600 stores in different countries. The Gap penetrated the international market for exposure and they were recognized as one of the leader in global retail business. They already demonstrated innovation and creativity such as their initiative to expose their products over the Internet. The Gap, Inc. is known as the inventor of American casuals. They exert extraordinary efforts to reach wide market.

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Banana Republic redefines their style in apparel business as they introduced comfortable clothing for work and play. The company offers a high quality products and merchandise with sophistication.

Initiative to Maximize Business Opportunity

The entire company with its three strongest apparel brands raised the bar of retail industry and they are known for their outstanding services. It is essential for the company to maintain their special emphasis on meeting every customer’s needs. They have to establish comprehensive product collections for the wide market. Gap, Inc. need to monitor the expansions of their flagships stores and maintain unforgettable shopping experience for the people. In their retail business, it is essential to maintain the combination of style, fun and value for the brands that will be more accessible for the whole family. The Gap Inc. introduced shopping experience to their market with the combination of value and entertainment. The company needs to maintain their strong international presence and they have to monitor closely the potentials of their flagship brands.

Product Strategy

Gap, Inc. awakens global retail business and they introduced difference in their performance. The company holds a diverse group of employees and they provided tools for them to encourage them face the business with creativity and new ideas. The company gives importance to all the suggested ideas in their business. The Gap, Inc. has product lifecycle and they ensure high quality people to build each point of the cycle that encompasses range of tasks from design to distribution.

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The Gap, Inc. preferred for people with big ideas, courage to face risks, with creative minds for the continuity of their brands point of view. The entire company and its three apparel brands gave much emphasis on creativity and innovation and they installed all their stores with that inclination. The Gap, Inc. is striving for the integrity of their business and they make efforts to improve their production facilities. The company operates their business with high efficiency and they act responsibly in the field. The company maintains the integrity of their service to people as well to make their employees proud in working with them.

The company is offering retail management program for their people that orients and trains them to receive hands on experience in running the business. Gap, Inc. has extensive programs part of their business strategies such as their training in merchandising, planning, and distribution, finance, sourcing and marketing. The company is allowing their people to directly influence the business by encouraging them to present their ideas to the senior management. The Gap, Inc. has competitive merchandising ability as they are closely monitoring the entire group involved in the product deliver, design, production, planning, distribution, and store management.  The company and its three apparel brands maintain best selection of merchandise as they continuously reviewing all their product lines. The entire company is executing their business strategies to improve the business and exceed their set financial goals. Gap, Inc. monitors the distribution of their merchandise into their different stores to maximize their sales. The company maintains its compliance to distribution strategies in directing the right goods to the right stores at the right time.

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The Gap, Inc. and its three apparel brands namely Old Navy, Banana Republic, and Gap have to be aggressive in the implementation of their merchandising strategies. They need to work closely with their vendors and factories in tracking their goods. They need to meet their goals by combining all the important elements in the production of high quality merchandise at the most competitive price.

Marketing Strategy: (Product Description)

Gap, Inc. has three distinct brands and all of these brands don’t have hand gloves products. The company needs to manufacture all kinds of gloves since they are in apparel business. In the attached picture, this just shows the different materials that complete the product. These hand gloves are made in real genuine leather, amara, nash, synthetic materials like salrino. Hand gloves can be an interesting product for Gap, Inc., the company could also ask their customers to know which kind of gloves they preferred most. These hand gloves must be present in their stores.

Product Features

The sizes of hand gloves are measured through the length of the glove from the base of the thumb at the wrist to the hem. These are called buttons and it is equivalent to one inch. Measuring tape can be used in determining the glove size and this can be measured by extending the tape on the index-finger knuckle and bring the tape across to the other knuckles. The tape will be moved around the palm side of the hand until the tape touches the point where it started. By gently making a fist, the glove size can be determined. Typically, hand glove sizes are 6, 6 ½,

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7, 7 ½, or 8 in different styles, colors, and texture. This can be in fabric styles with moderate amount of stretch such as cotton.

Hand Glove Patterns

Hand Gloves for Ladies

Plain Gloves (Size 6 – 6 1/2)

Half Diamond Gloves (Size 6 3/4 – 7 1/4)

Ripple Stripe Gloves (Size 6 3/4 – 7 1/4)

Gloves with Frilled Cuff (Size 6 3/4 – 7 1/4)

Crocheted Gloves (Size 6 1/2)

Fair Isle Gloves (Size 6 – 6 1/2)

Fureen Striped Gloves (Size 6 – 6 1/2)

Angora Gloves (Size 6 3/4 – 7 1/4)

Plaid Gloves (Size 6 3/4 – 7 1/4)

Opaleen Gloves (Size 6 3/4 – 7 1/4)

Mitts in Fair Isle, Conventional Design and Ski Figure (with charts) (Size 6 – 6 1/2)

Hand Gloves for Men

Medium Weight Gloves and Heavy Gloves (Size 7 3/4 – 8 1/4)

Mitts in Fair Isle, Conventional Design and  Ski Figure (with charts)

Hand Gloves for Children

Gloves (Sizes 2, 4, 6 yrs)

Mitts in Fair Isle with Birds (Sizes 2, 4, 6) and with Figures Design (Sizes 8, 10, 12) (with charts).

Merchandising Strategy

Modern days’ retail business strategies are focused on product displays and they wanted it to be presented a lot more than a product. It is timely for the Gap, Inc. and its three apparel brands’ stores to use the latest trends in store designs to sell their image more efficiently and create an entertaining shopping experience for their customers. The creation of updated

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merchandising strategy enhances the store image, and customers think of the store as they have all their needs and wants. Through the implementation of new marketing strategy, the company and its three apparel brands were able to maintain best selection of merchandise in the market. Through regular review of all their product lines as part of the business strategy the entire company would be able to improve the business and exceed their set financial goals.


“Gap Inc.,” from the Internet Explorer Website, 25 May 2008. <


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