Strengths

GAP has their brand name and has built up a loyal clientele since their incorporation in 1969, although A&F have only really developed as a recognised brand since 1997. The company has consistently kept a high-profile in the public eye, due to its advertising, its philanthropy, and its involvement in legal conflicts over branding, clothing style and employment practices.

GAP inc. has 6 brands in their product portfolio although A&F only has 4.

A&F have more of a niche strategy of their primary brand of Abercrombie & Fitch where they have only opened one as they call it; “Flagship” store per country, and it is usually situated in the capital of that country. On the other hand GAP, have 148 stores in the UK alone showing a strategy of more broadness as they are on most high streets in the UK and are trying to bring the store more locally to their potential customers instead of their potential customers going to the store.

Weaknesses

A&F has a very negative image from the fact that every person who works in their store is a model, or extremely good-looking. This has created a very negative image perception to the general public because people feel they are potentially not good enough to wear the product. On the other hand GAP, have a negative image from the fact that people in their teenage market deem the brand to not be cool or “Gay and Proud”. This maybe an old playground joke, however, it does have an effect on them when the child begins to do their own shopping, this image is more susceptible in boys than girls.

Both companies have the scenario of too much reliance on their US markets, this is where they both began however, does create problems on their markets away from the states because if they begin to fail or their brand becomes unpopular, then the knock on effects will be felt abroad.

Opportunities