The Strategic Marketing Approach
The Banana Republic stores try to convey a more sophisticated image for an upscale customer, whereas Gap stores appeal to a broader midrange of customers, issuing gap coupons in the process. The Old Navy chain is designed to appeal to younger generation of customers by emphasizing fun, fashion, and value through a store experience that delivers energy and excitement. Although Gap, along with other retail-store chains, has been criticized for blandness and uniformity in its selling environments, the firm maintains that it tailors its stores to appeal to unique markets by developing multiple formats and designs. In some Major League Baseball parks, a Gap ad appears on outfield wall for advertising purposes.