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Can Gap Come Back?

Mya Frazier
Revised by: Nancy J. Rabolt , Judy K. Miler

Source: Bloomsbury Fashion Business Cases

Level: Introductory

Business case

Gap, the quintessential all-American brand was founded in 1969. Its parent company, Gap Inc., expanded by opening stores worldwide and acquiring brands in several apparel markets. Once cool, many feel its brand image has become outdated. It has been difficult for Gap to compete in the fashion apparel industry due to changing customer wants, burgeoning e-commerce, and exciting international fast-fashion chains such as H&M, Uniqlo, and Zara, offering up-to-the minute fashions with constant stoc

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