Abstract
We decided to conduct an IMC campaign for Gap because it is a very large and well-known retailer that has not been successful in capturing the student market in the last few years. Gap appeals to us with contemporary designs but the plain style that resulted from a new team of lead designers turned a lot of customers away from Gap's previously fashionable basics.
Lately, Gap's profits have been increasing with the introduction of some newer trendy products but we believe that it has the potential to do much better. Most of the clothing sold in Gap stores have been described as for business and casual wear, but Gap targets mostly college students and people aged between 18 and 24. According to our survey done on college students, most of them are aware of the brand and have shopped earlier at Gap before but did not find its ads convincing enough.
Based on these two inconsistencies in Gap's mission and our research results, we realized that Gap is facing some very serious problems that can be addressed with IMC.
