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Gap Analysis

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Submitted By ywy4464647
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SWOT and competition analysis
Brand identity and position
Target market
Core/target consumer
Product and price categories
Distribution

How the brand adapt from its origin to the Chinese marketing and how did the company leverage its brand equity

SWOT analysis

Strength
1. Strong marketing team and mature digital marketing
Internet stores connect well with stores, you can change your clothes in stores no matter which way you buy it(internet or go to the store)
2. American casual style and has abundant products which is suitable for all age.
3. Humanism service such as help customer modifies the size, only UNIQLO and gap produce this service.
4. Good reputation
When we talked about gap, most of Chinese always think that is a fashion brand with good quality. And simple not boring, youthful spirit not young.
5. Used to be sales leader, the company itself is still very strong
An old Chinese saying is a lean camel is bigger than a horse. Though ZARA does better than Gap in sales in recent years, Gap used to be the overlord in garment industry. Financial and consumers.

Weakness
1. without specific style
When we talked about trendy, we will think about ZARA. When we considered of the price, we will choose H&M. What about comfortable, it must be UNIQLO. The famous product for gap is jeans. However, there are so many different jeans in different brands; gap didn’t give us a reason why I’m going to choose you
2. Long production cycle
As a fast fashion brand, Gap need 10 months to finish its product from design to sale in the store. This is three times longer than ZARA and H&M
3. it’s late for gap to enter China
2006 ZARA entered into China and H&M came into China in 2007.After they had taken most of the market share, gap entered in 2010. Customer already accustomed to buy fashion garment in those store, it’s difficult for gap to find a gap
4. gap is more

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