Gap Swot Analysis

19 Pages 4635 Words

Weaknesses

• Lost focus

In 2001, Gap forgot to stay true to three basic ideas; Offer the right products in the right

assortments. Be consistent in everything you do. Always keep it simple. Therefore, it

disappointed its customers and shareholders in 2001.

• Recently became too fashion forward

Gap has recently been the subject of negative criticism in the business media. Gap’s phenomenal

growth during the 1990s was largely credited to Mickey Drexler, the President and CEO. Drexler

was praised as a brilliant merchant who spearheaded the company’s award winning campaigns.

However, the past several quarters have been marked by a series of merchandising miscues. For

example, in Q3 of 2001 Gap spent $27million to cancel the shipment of new lines of clothing that it

felt were not suitable for its consumers. Similarly, Gap was recently a victim of its own success when

it got caugh...