RELEVANCE
RE-GAIN
introduction
GAP was universally known as one of America’s top clothing brands in the 1990’s. Over the past decade and a half, they have lost the prestige that they once possessed. After extensive research including interviews, focus groups, and store observations, we found that in order for GAP to make a comeback and become relevant to millennial shoppers, they would have to target their marketing to the “Decided Dimer” segment.
OUR BRAND POSITIONING STATEMENT:
To Decided Dimers who are driven, independent, and brand loyal consumers, GAP is the retail store that offers functional and fashionable clothing due to GAP's strong heritage of consistency and quality.
My group was presented with the task of creating a Consumer Segmentation Recommendation for a GAP Clothing Co. The entire project was done over the course of one semester and is separated in terms of research (qualitative and quantitative). During the course of the semester, we conducted two focus groups, four interviews, and an online survey.
QUALITATIVE
DATA
PROJECT
2b
QUANTITATIVE
DATA
The Perceptual Map was created with the spectrum of affordable to expensive and function to fashion. The goal of our segmentation was to get each segment into its own quadrant. This ensures that the categories are well distinguished.
