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Marketing Mix of Gap (4Ps of Gap)

Marketing Mix of Gap (4Ps of Gap)

This is a comprehensive assessment of the marketing mix of Gap (4Ps of Gap). It explores how the clothing retailer devises and implements the four components of its marketing mix.

Product strategies of Gap

Gap Inc. is an American retail brand known worldwide for clothing and accessories. It produces apparel for men, women, and children. Jeans, cardigans, shirts, trousers, jackets, skirts, blouses, socks, shoes, and perfumes are some of its popular products.

Gap also produces apparel for sports which include sports bras, leggings, joggers, and hoodies. It also has options called “Petite shop” and “Tall shop” on its website to provide apparel for a wider range of customers.

Banana Republic is owned by Gap Inc. Gap sells premium products under this brand which include clothes, shoes, handbags, accessories, and perfumes. Old Navy and Athleta are also owned by Gap. Athleta produces products for women with an active lifestyle. Old Navy is a brand that provides high quality clothing for the entire family which includes jeans, shirts, children’s clothing etc.

However, it should be mentioned that many analysts are critical of Gap because of its lack of innovation in product development. As competition is fierce in the global fashion industry, the company should take this concern seriously.

Pricing strategies of Gap

Different pricing strategies are used by the brands that operate under Gap. Consumers purchase apparel that are affordable to them. In addition, as the competition in the apparel market is fierce, Gap’s products are priced competitively. However, products under Banana Republic are sold at premium prices.

Place/Distribution channels of Gap

Place is an important area of analysis in the Marketing mix of Gap (4Ps of Gap). Gap’s products are available in many countries. It has around 3,000 stores of its own, 500 franchisee-owned stores, and e-commerce sites (GAP Inc., 2022). However, most of its stores are located in North America.

Customers also have the option of purchasing products online from the Gap website. The website also sells products of Gap-owned other brands making it more convenient for customers to choose and purchase products of their choice. Products purchased online can be returned to a store which is convenient to the customer.

However, it is worth mentioning, Gap is focusing on becoming an online retailer and accordingly has announced closures of all of its stores in the UK and Ireland (Timmins, 2021). While going 100% online is very cost effective, it will also shut the doors for those customers who love to visit Gap stores.

Promotional strategies of Gap

Gap uses different methods to promote its products. Its fall 2021 campaign was based on the 90s nostalgia which includes a diverse group of individuals promoting the products of the company.

The Gap website offers sales and discounts regularly. Gift cards can also be purchased by customers which is another method of promoting the brand. However, Timmins (2021) opines that too many offers and discounts have not been that effective as they created a perceived lack of value and many customers had ‘promotional fatigue’.

Gap also carries out programs to make the business more sustainable and change the industry. One such program is the PACE empowering women program. This kind of program gives the company more recognition among customers around the world thereby, promoting the brand.

We hope the article ‘Marketing mix of Gap (4Ps of Gap)’ has been helpful. You may also like reading SWOT analysis of Gap. Other relevant articles for you are:

PESTEL analysis of the fashion retail industry in the UK

Marketing mix of Sports Direct (4Ps of Sport Direct)

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Last update: 18 January 2022


GAP Inc. (2022) About us, available at: (accessed 17 January 2022)

Timmins, B. (2021) Four reasons why Gap is closing its shops in the UK, available at: (accessed 17 January 2022)

Author: Fahim Shah

Fahim Shah has been working in the UK as a visiting lecturer in Business and Tourism for the last 10 years. After completing a Bachelor’s degree in Business and Marketing, he went on to gain an MBA from the University of Bradford, the UK. He is a Fellow of Advance HE (FHEA) and a full member of the Association of Business Executives (ABE).

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