Gap Inc Qualitative Case Study

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GAP INC QUALITATIVE CASE STUDY I- Introduction The GAP is one of the brands under the international specialty retailer Gap Inc. Within Gap, Gap Kids, Baby Gap, Gap Body, Banana Republic and Old Navy this international specialty retailer offers clothing, accessories and personal care products for men, women, children and babies. Gap Inc. operates more than 3,000 stores worldwide in countries like United States (US), United Kingdom, Canada, France, Japan and Germany. Also, there is a Gap shop in every state of the US and Puerto Rico. Gap Inc. was founded in 1969 and today it employs more than 150,000 people worldwide and its 2003 revenues were of $15.9 billions. Gap Inc. is an expertise in design, merchandising, marketing and retailing of casual clothing, but manufacturing requires another type of expertise. That is why the company uses third-party garment manufacturers to produce the clothes it sells. A garment manufacturer can have its own facility or may own more than one factory, or subcontract with others. When Gap Inc. is selecting a garment manufacturer these are the factors it takes in consideration: • Particular needs for the order; how many units it needs to produce; when do it needs the product to arrive in its stores. • Expertise of the factory to make the particular item. • Business history of Gap Inc. with the factory. • Quality of the factory’s products and how ethical and reliable is the factory. • How much the finished goods are going to cost. • Finally, the company takes in consideration if the factory is willing to follow the Code of Vendor Conduct. As it was stated by the company, the main goal behind these factors is “to ensure everything we sell in our stores is made with quality, care and integrity”. Table 1 presents a list of countries in which Gap Inc. has garment manufacturers worldwide. Table 1: Gap Inc.’s List of
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