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The company status of GAP had moved into a secondary status in the retail clothing industry. The key problems with GAP are as follows:
• GAP changed their cultural direction from a company that was frantically entrepreneurial, to a company that subjected the creative process to only one motive, profit and numbers.
• Stores were not renovated, and visual perception by consumers at the retail outlets has become poor.
• The company lost sight of who their true customer was. They felt that somewhere in the range of late teen (16-18 years old) up to (30 years old) was who their target customer was, rather than the reality which was closer to (25 years old to 35 years old)...
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