Gap

Brand

The Gap is an American clothing and accessories retailer which includes five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. Interestingly enough, the company’s name originated from "the generation gap," a popular phrase in the late 1960s used to describe the generational differences between baby boomers and their parents, as well as the "gap in the market" they intended to fill with their product. The first Gap store was opened on Ocean Avenue in San Francisco. At the time, the store's merchandise consisted of Levi's blue jeans and records and tapes. When Gap was founded in 1969, it was unique and new and known for the marketing of it’s signature “basic look” which consisted of blue jeans and white cotton t-shirts. As this business idea became successful, Gap expanded its line of classics and began offering a wider range of clothing for men, women, and children. By 1970, Gap's sales had reached $2 million and a second store was opened in San Jose, California. They continued to expand rapidly as the number of stores grew and the company went public in 1976. The current divisions of Gap are Gap Outlet, GapKids, babyGap, GapBody, and GapMaternity. Today, Gap Inc. is one of the world's largest specialty retailers, with more than 3,100 stores nation wide.

Gap

Portfolio

Editorial Credits

Marie Claire Magazine