Executive summary

This report was conducted to understand why GAP, the world leading fashion retailer, has been suffering from falling in sales and profits in the UK.

GAP, the US clothing specialist, was first came to the UK in 1987. Since its first step in UK, GAP was challenged by the high cost of operation such as staff and rents. Its dollar/pounds pricing structure made its price seem expensive when comparing with other Mid-market brands. This can be evidenced from its continuous falls in UK clothing share, from 1.6% in 2003 to 1.1% in 2008. (Verdict, 2008)

From the secondary research, it has been shown that though UK clothing market growing from £41,155 billion in 2003 and expected to reach almost £50 billion by 2008, there are significant changes in consumers’ trends and behaviours such as Credit Crunch.

The primary research, based on The Wheel of Consumer Analysis, reveals how and why customer attitudes have created and changed also assess the effectiveness......

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Title: Gap Consumer Analysis
Approximate Word Count: 5311
Approximate Pages: 22 (250 words per double-spaced page)

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