DEATAL Digital Final Final Book

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DEATAL Digital IMC Plan Book

Strategic Communications 459

April 30, 2015

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Table of Contents: Executive Summary_________________________________________________3 Situation Analysis:

Research Summary_______________________________________________4 Brand Analysis___________________________________________________8 Competitive Analysis_____________________________________________12 The Audiences__________________________________________________16 SWOT_________________________________________________________18

IMC Campaign Objectives______________________________________________19 Creative______________________________________________________________20 Media: Media Objectives_________________________________________________24 Public Relations__________________________________________________26

Media & PR Selection and Flowchart_____________________________________28 Campaign Evaluation__________________________________________________32 References___________________________________________________________34 Appendix: A_____________________________________________________________35

B_____________________________________________________________50 C_____________________________________________________________84

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Executive Summary

Campaign Period: January 2015-May 2015

Target Audience: 18-26 year olds

Budget: $70,347,976.60

Secondary Research: MRI+, Mintel Reports, Advertising Redbooks and Gap Annual Reports.

Primary Research: Online Survey and 3 Focus Group sessions.

Gap is an established and well-known brand in the clothing industry. It has maintained a strong and respected image throughout its existence. The brand provides basic apparel that aims to meets needs of the everyday consumer at a reasonable price.

DEATAL Digital chose to target college-aged students in its IMC campaign. The agency thought it would be interesting to gain insights of consumers in its age group and learn how they perceive Gap.

The agency conducted both primary and secondary research where college students acted as the participants. Additionally, creative designs were brainstormed and established and an advertising budget was set. Through executions of these plans, DEATAL Digital hopes to strengthen Gap in its areas of weakness, which were obtained through the agency’s survey and focus group sessions.

DEATAL Digital is aiming to improve Gap’s social media presence and mobile application. Additionally, the agency wants to create a campaign that will spark college students’ childhood memories.

Why the plan will work: This plan will prove successful for Gap because it is aiming to make improvements in areas where Gap is currently lacking. Overall, DEATAL Digital has the goal of raising Gap’s brand awareness among college-aged students and increasing its sales through an advertising and social media campaign.

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Situation Analysis

Research Summary Research Objectives

DEATAL Digital performed both primary and secondary research to gain quantitative and qualitative information regarding Gap. The following is the research objective the agency used to guide its project:

• The agency’s goal was to study college-aged students, ranging from 18-26. From this sample, DEATAL Digital had the objective to gain an understanding of how Gap is viewed in the clothing market. To achieve this objective, the agency investigated how the brand compared to its competitors, J. Crew, American Eagle and H&M, while gaining consumers views on Gap’s social media and advertising presence.

Research Executions

Secondary Research Methods

Before embarking on primary research tactics, DEATAL Digital conducted secondary research to gain insight and background information on Gap. Secondary research methods were also used to determine media objectives and Gap’s budget. These research methods also aided the agency in discovering target audiences, competitors and with the formation of a SWOT analysis. Sources used for this research were a variety of databases including MRI+, Mintel Oxygen, Nielsen, IBISWorld and Advertising Redbooks. DEATAL Digital also referenced Gap Annual Reports.

Primary Research Methods

Survey Overview

DEATAL Digital utilized an online survey through Qualtrics to gain consumer insight and feedback on the Gap brand and its competitors. Questions regarding J.Crew, American Eagle and H&M were included in the survey to provide an understanding of Gap’s competitors. The survey was open for two weeks and was distributed through social media outreach and word of mouth. All members of DEATAL Digital consistently shared the survey on social media outlets, including Facebook and Twitter, in order to keep it fresh in people’s minds and newsfeeds.

Most of the questions regarded inquiries on the brand features, benefits, personalities, and consumers’ awareness, attitude, and usage of Gap and its competitors (DEATAL Digital, 2015). DEATAL Digital also asked consumers’ assessment of brand personalities for each company and included demographic questions at the end. Survey participants were

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between the ages of 18 and 26, with some responders ranging outside of the target. A variety of education levels participated in the survey, with the majority holding a Bachelor’s Degree. 72% of survey participants made less than $10,000 a year, with 27 female responders and 9 male responders (DEATAL Digital, 2015). Through Qualtrics, DEATAL Digital was able to gain key insight on consumers by analyzing data collected through the survey.

Figure 1 (DEATAL Digital, 2015):

The introduction of DEATAL Digital’s Qualtrics survey

Focus Group Overview

DEATAL Digital also conducted three focus groups as part of its primary research. The focus groups all contained between 5-7 people who were asked questions regarding their attitudes toward Gap. The agency had the goal of gaining knowledge of participants’ overall awareness and feelings regarding Gap. Two focus groups were held at the Downtown West Virginia University Library and one was held at West Virginia University’s Delta Gamma sorority house. Participants were recorded with video and audiotape to allow flexibility with the researchers’ interactions and to maintain the veracity of the information obtained. Picture storytelling was conducted at the beginning of each focus group. Some participants brought in print images and others had the images on their mobile phones (DEATAL Digital, 2015).

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In order to recruit participants for the focus groups, friends and acquaintances were approached. Dinner and beverages were provided for incentive at the focus groups. Due to time restraints, this limited the demographic to college-aged males and females. Three focus groups were held on March 3, March 5 and March 10. Participants were all English speaking, willing to participate in the focus group discussion and are currently students at West Virginia University (DEATAL Digital, 2015).

Focus Group Details

• The focus group held on March 3 was moderated by DEATAL Digital member Lauren Petitt and was observed by Taylor Jobin and Drew Allen. The session took place at West Virginia University’s downtown library. Seven participants were in attendance. The methods of record keeping executed at this focus group were real-time note taking, voice recording and video recording. Alexandria Beto performed the record keeping at this session. All participants signed a consent form waiving the right to be recorded (DEATAL Digital, 2015).

• The focus group held on March 5 took place at West Virginia University’s Delta Gamma Sorority house and was moderated by DEATAL Digital member Elizabeth McCormick, with Taylor Jobin and Annaliese Niemeyer serving as observers. The methods of record keeping executed at this focus group were real-time note taking, voice recording and video recording. Drew Allen performed the record keeping at this session. Seven participants were in attendance. All participants signed a consent form waiving the right to be recorded (DEATAL Digital, 2015).

• The focus group held on March 10 was moderated by DEATAL Digital member Drew Allen and was observed by Alexandria Beto and Taylor Jobin. The methods of record keeping executed at this focus group were real-time note taking, voice recording and video recording. Elizabeth McCormick performed the record keeping at this session. It was held at West Virginia University’s downtown library and five participants were in attendance. All participants signed a consent form waiving the right to be recorded.

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Figure 2 (DEATAL Digital, 2015):

An image from one of DEATAL Digital’s focus groups held at West Virginia University’s Downtown Library.

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Brand Analysis Company and Brand Background:

In 1969, when Doris and Don Fisher struggled to find the perfect pair of jeans, they became inspired to open the first Gap store on Ocean Avenue in San Francisco, California (History, 2015). Their single store, selling only jeans, evolved into the multi-national brand known today. Once the stores spread across the United States, Gap quickly became a well-known casual, American style brand. The store became so popular that in 1987, the first international store in London, England opened. Gap Inc. continued to gain popularity, which allowed it to add four additional brands to its namesake: Banana Republic, Athleta, Old Navy, Piperlime, and Intermix brands (History, 2015). However, in January 2015 Gap Inc. made the decision to close the Piperlime brand, including the online platform and the store in New York, by the end of the first half of fiscal 2015. Art Peck, Gap Inc.’s CEO, describes the company’s attitude as American Optimism, as well as casual style as its aesthetic (Annual Report, 2014). Gap’s position is considered clean and confident, comfortable and accessible, classic and modern. Each clothing style that the brand has created embraces a youthful spirit with the call for freedom to express individuality.

The namesake label, Gap, is known for its moderately priced apparel and accessories for men, women and children. With the concentration on the All-American style of the brand, Gap focuses on jeans, button downs, tees, sweaters, and casual work wear. A few collections from Gap include: Gap, GapKids, babyGap, GapMaternity and GapBody. As of today, Gap Inc. employs over 141,000 employees with annual sales of $16,148,000,000 and a total annual advertising spend of $637,000,000 (Annual Report, 2014). With over 1,700 company-operated and franchise retail locations around the world, Gap Inc. has recently increased its online presence to approximately 70 countries (Annual Report, 2014). Realizing the importance of online shopping and smart phones, Gap Inc. has added multiple programs to its website and mobile application such as, Order in Store and Reserve in Store, to deliver more flexible options to customers. Also, in this past year Gap Inc. increased the U.S. minimum hourly rate for its associates to $9 an hour, with an intention of raising it even further in June 2015 (Annual Report, 2014).

Financially, Gap Inc. struggled for. a few years. The struggle began in 2008, mainly because of the state of the economy and the perception that the brands, Gap and Old Navy, were lower-quality clothing. This resulted in closures of unprofitable stores. However, in 2012 (year-end January) they rebounded in sales and income (Online Men’s Clothing Sales, 2014). This rebound potentially occurred from the August 2011 advertising campaign, which represented a new raw, edgy and modern take on its past campaigns. Since 2010, Gap’s company revenue has increased at an average annual rate of 2.1%, which had reached to $16.3 billion at the end of the 2014 fiscal year (Annual Report, 2014). Additionally, it is speculated that the growth in 2014 was mainly because of the demand from international markets.

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Figure 3: The Gap Inc.’s financial performance from 2009-1015 (Annual Report, 2014).

To conclude, our agency, DEATAL Digital, foresees a continued growth in Gap Inc.’s revenue for the upcoming year because of their international expansion, innovation in their website and mobile application, and continuously positive attitude in their brand.

Figure 4 (History, 2015)

Pictured above: The first Gap store in San Francisco, California (left) and founders Doris and Don Fisher (right)

Geographic Questions:

Gap Inc. has a number of company-operated stores all over the world, which include the following: United States, Canada, United Kingdom, France, Ireland, Japan, Italy, China, Hong Kong, and Taiwan. The brand also has franchise agreements with unaffiliated franchises to operate Gap, Banana Republic and Old Navy stores throughout Asia, Australia, Europe, Latin America, the Middle East, and Africa. These agreements allow third parties to control stores that sell clothing apparel and related products under the Gap brand name.

With regard to the United States, our research concludes that the North East region of the country is the predominant area where Gap is being purchased. The North East region

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consists of the following states: Maine, Vermont, New Hampshire, Massachusetts, Connecticut, Rhode Island, New York, Pennsylvania, and New Jersey (Fall Product Apparel/Accessories, 2013).

Through the use of MRI Reporter, DEATAL Digital gathered that consumers buying women’s clothing from Gap are 69% more likely to buy from the North East region, whereas the lowest region was the Midwest with a 23% less likely chance of purchase. Men’s clothing had somewhat similar results with 47% in the North East and a tie between the South and West region with 13% less likely. For in-store purchases, the North East was once again more likely for purchases with 81% and the South region was 30% less likely. Finally, online purchases resulted in 104% more likely to purchase in the North East and a less likely chance of purchase in the West region with 46% (Fall Product Apparel/Accessories, 2013).

The Gap: Women’s Clothing

Census Region: North East

42,904 3,447 8.0 30.7 169

Census Region: South

88,114 3,592 4.1 32.0 86

Census Region: Midwest

51,129 1,886 3.7 16.8 77

Census Region: West

53,429 2,297 4.3 20.5 90

Figure 5 (MRI Reporter, 2014)

The Gap: Men’s Clothing


42,904 1,909 4.5 26.8 147


88,114 2,318 2.6 32.6 87


51,129 1,486 2.9 20.9 96

Census Region: West

53,429 1,402 2.6 19.7 87


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The Gap: Times Shopped In Store


42,904 4,103 9.6 32.9 181


88,114 3,258 3.7 26.1 70


51,129 2,359 4.6 18.9 87

Census Region: West

53,429 2,753 5.2 22.1 97


The Gap: Online Shopping


42,904 976 2.3 37.2 204


88,114 809 0.9 30.8 82


51,129 521 1.0 19.8 91

Census Region: West * 53,429 321 0.6 12.2 54


Timing and Purchase Cycles:

While a part of the family clothing stores industry, DEATAL Digital finds Gap Inc.’s product life cycle mature. According to IBIS World, the measurement of the industry’s contribution to the economy, or industry value added (IVA), is expected to grow 3.2% per year on average over the next 4 years to 2019. The IVA is estimated to outperform the general economic growth because of the recession in previous years that resulted in the industry’s weak performance. Since 2009, when profits and wages rapidly declined, the industry has improved drastically and is expected to continuously grow. Also, typically seen in mature industries is the growth in the number of establishments created, which will increase at an average annual rate of 2.1% per year over the next 5 years (Online Men’s Clothing Sales, 2014). The seasonal patterns observed suggest that Gap’s sales drastically increase during the end-of-year holiday period. A few factors that affect seasonal sales trends include the increase in spending for the holiday season, rise in purchases of gift cards, growth in disposable spending, and the timing of new merchandise releases and promotional events. Whereas, in the summer and fall months there appears to be a decrease in spending, potentially due to the lack of big-spending holidays. Aside from seasonal patterns, other factors that influence the increase or decrease in sales periods include apparel trends, competition, current economic conditions, alterations in merchandise mixes, success of

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marketing programs, foreign currency fluctuation, and weather conditions (Annual Report, 2014).

Competitive Analysis Through primary and secondary research gathered by DEATAL Digital, we concluded that the Gap brand has three main competitors: American Eagle, J. Crew and H&M (DEATAL Digital, 2015). Gap’s most direct competitor is American Eagle. We can draw the conclusion that American Eagle is Gap’s direct competitor through examining the data showcased by the Gap Power Grid in Figure 9.

Figure 9 (DEATAL Digital, 2015)

The data in the Gap Power Grid, Figure 9, reflects the similar brand perception between Gap, American Eagle, J. Crew, and H&M. However, American Eagle’s momentum is greater than Gap, and also outweighs the remaining competitors. Momentum reflects a brand’s uniqueness and relevance to the consumer, whereas credibility reflects knowledge and esteem as perceived by the consumer. While Gap leads in credibility, American Eagle is more relevant to the consumer, making it Gap’s most directly competitive brand (DEATAL Digital, 2015).

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Pillar Graph Comparison:


More specifically, the Pillar Graph Comparison, shown in Figure 10, breaks down the areas of momentum and credibility. Esteem and knowledge fall in the category of credibility, while differentiation and relevance represent momentum (DEATAL Digital, 2015).

AAU Bar Graph Comparison:


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DEATAL Digital also performed an AAU study, which is showcased in Figure 11. The information demonstrates that American Eagle leads Gap in brand awareness. However, data shows that Gap is still overall a more recognizable brand than J. Crew. Gap also leads in the attitude and usage categories (DEATAL Digital, 2015).

Brand Personality Bar Graph Comparison

Figure 12

DEATAL Digital used information from the Qualtrics survey to create a Brand Personality comparison between Gap and its competitors. From this graph, refer to Figure 12, it can be determined that consumers mostly view Gap’s products as high quality and long lasting. Further, it can be concluded that Gap competes closely with its competitors in the areas listed above.

Direct Competitors

American Eagle

Leading the three brands in momentum, American Eagle is Gap’s direct competitor. With the popular tagline, “Live Your Life,” American Eagle’s annual sales come to $3,305,802,000. In 2014 the company spent $11,825,631 on media and advertising, with magazines using 39.6% of their media spend and U.S. Internet being the next largest at 23.4%. American Eagle using a large percent of its media budget on U.S. Internet is

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particularly significant as a direct competitor to Gap. In 2014, 1.5% of Gap’s media spend was on the U.S. Internet. American Eagle is heavily targeting online consumers, whereas Gap focuses on print media. In addition, American Eagle’s Facebook page has approximately 3.5 million more likes than Gap’s (Redbooks, 2015). The marketing and advertising strategies employed by American Eagle are more relevant to the younger, more modern online consumer. On the other hand, Gap’s marketing and advertising strategies target urban twenty-something’s and rural families through print advertising and network television (PRIZM, 2015).

Indirect Competitors

J. Crew

Through DEATAL Digital’s primary and secondary research we found J. Crew to be a threat to the Gap brand, but as an indirect competitor. By examining the data reflected in DEATAL Digital’s Gap Power Grid, refer to Figure 9, J. Crew can be seen as a highly credible brand, but with lower momentum than American Eagle, Gap and H&M. During our focus group studies and online questionnaire, it was concluded that J. Crew is perceived as a better quality, more unique, modern and prestigious brand than Gap. In 2014, J. Crew’s annual sales came to $1,683,470,000 and a total media spend of $6,694,663. Of the brands annual media spending, J. Crew put 53.9% toward U.S. Internet, compared to Gap at 1.5% (Redbooks, 2015).

H&M

The data shown in the Gap Power Grid, refer to Figure 9, reflects that the H&M brand has more momentum than Gap, but not as much as American Eagle, making H&M an indirect competitor. It is also reflected that H&M is not as credible as Gap, American Eagle and J. Crew. Through DEATAL Digital’s primary and secondary research, consumers perceived H&M as cheaper and more fun than Gap, while Gap was perceived as a better quality, more sophisticated brand. H&M’s annual sales in 2014 came to $11,590,167,400 and its total media spend came to $44,298,413. Of its annual media spend, H&M focused primarily on print media and network TV. However, H&M still targeted more online consumers than Gap, with 11.1% of the company’s media spend compared to 1.5% of Gap’s. In addition, H&M has approximately 4.7 million more Twitter followers than Gap. Like J. Crew, H&M’s heavier targeting of online consumers is significant to Gap’s brand perception (Redbooks, 2015).

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Audiences Target audiences and segments:

Research concluded that DEATAL Digital is targeting males and females between the ages of 18-34. They are college students and part-time workers who have a disposable income. Maintaining personal style is valuable to the target audience, as well as keeping up with recent trends. The ideal consumer is motivated by the most recent fashion trends, and by the desire to own something that is high quality, comfortable and reasonably priced. As found in the survey DEATAL Digital launched, most Gap consumers were drawn to diversity and individuality in their clothes, making Gap unsatisfying for them. Also, most consumers found appeal in Gap’s seasonal sales, since these audiences are price conscience (DEATAL Digital, 2015).

Figure 13: Major market segmentation for U.S. men’s apparel (2014)

As seen above, the major market players are consumers aged 18-34 years old. These consumers grew up while the Internet was advancing and are more likely to shop online for their apparel. Likewise, these consumers are more prone to buy based on brands and spend the majority of their income on clothing. Since they are more likely to spend money on clothing, they make frequent clothing purchases, especially in the area of casual wear. However, consumers aged 18-25 have recently entered the workforce, therefore they may have a more limited income to spend (Men’s Clothing Stores in the US, 2014).

With the increase in consumer’s income within this target audience, most consumers will feel more confident in buying patterns, which ultimately lead to spending more on industry products. Recently with the improvement in the economy, consumers in this

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target are feeling more optimistic and confident with their spending habits. Therefore, they will be more likely to purchase expensive apparel items. Furthermore, because our target audiences are fashion conscience, they may be influenced in their purchase decisions by the status of brands and fluctuation of new material.

Consumer Insights:

The Bohemian Mix lifestyle is the lifestyle that reflects that of a Gap customer. Described as the nation’s most liberal mix of people, they are the progressive young singles, couples and families. They are upper middle class, produce an above average income and typically rent their homes (PRIZM, 2015).

The Urban Uptown social group holds the five segments (young digerati, money & brains, bohemian mix, the cosmopolitans, American dreams). These are the wealthiest urban consumers within the country. Possessing an “upscale urban perspective,” these segments tend to have a college education and be ethnically diverse. There is typically a high concentration of Asian and Hispanic Americans. These are the Americans who spend money on traveling abroad, luxury vehicles and love to keep up with the latest technology trends (PRIZM, 2015).

The Young Achievers lifestyle is the second largest segment group that the Bohemian Mix falls into. The young achievers are in their twenties and have recently settled in metro neighborhoods. They are twice as likely as any segment to include college students in their group living quarters. They enjoy alternative music and lively nightlife (PRIZM, 2015).

Gap’s consumers, according to DEATAL Digital’s primary research, have positive childhood memories that they associate with Gap. A happy and nostalgic feeling resonated with them when the old “Gap sweatshirt” was brought up in the focus groups.

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SWOT Analysis

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IMC Campaign Objectives & Budget

Sales

To increase sales by 5% in 2016 - up $807,400,000, to a total of 16,955,400,000.

To increase store traffic by 5%, using in store coupons that will incentivize consumers to enter the store. However, any increase would be a huge step forward as industry foot traffic is down across the board, down 8.3% (RetailNext, 2014)

Awareness To increase top-of-mind awareness by 20%, from 5% to 25% (DEATAL Digital, 2015).

To increase mobile App traffic by 30% by using redeemable promotional codes and introducing a rewards program.

To increase mobile App rating from 1.5 stars on Apple App store to 4 stars, and increase App rating from 3.7 stars on Android App store to 4.5 stars.

To increase Facebook likes by 12%, from 6.6 million to 7.4 million (Gap, 2015).

To increase Gap’s YouTube subscribers by 30%, from 6,491 to 8,438.9 (YouTube, 2015).

Attitudes To increase favorable attitudes by 20%, from 40% to 60% (DEATAL Digital, 2015) (survey)

To increase Gap’s perceived brand name value by 15%, from 63% to 78% (DEATAL Digital, 2015).

Budget:

Media: 48,347,976.40

Creative: 12,000,000

Public Relations: 10,200,000

Total: 70,347,976.40

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Brand Positioning and Creative Strategy

DEATAL Digital’s creative objectives are the following:

• To remind the college-aged audience that Gap was an essential part of their childhood.

• To appeal to the emotions of consumers through a reminiscent advertisement.

During the primary research process, DEATAL Digital realized that focus group participants possessed a positive association with Gap’s signature “Gap” brand name sweatshirts. From focus group data, it was also portrayed that these products were popular when current college students were in elementary school. DEATAL Digital concluded that designing an advertisement encompassing the factors of childhood and the “Gap sweatshirt,” would cause consumers to associate Gap with childhood memories. The goal is for these memories to spark positive associations with the Gap brand and cause an increase in sales (DEATAL Digital, 2015).

Creative Execution

What is the advertising problem?

The general opinion of consumers was that past campaigns did not represent the brand accurately and could not fully connect to the content. There are other stores where shoppers would prefer to shop because they view them as trendier.

Whom are we advertising to?

We are advertising to college-aged students and recent graduates.

What do they currently think and do?

Currently, consumers feel the mobile application design is average, but prefer the in-store experience as opposed to shopping online. This is because it provides the ability to try on and see the fit of the clothes.

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What do we want them to think and do?

We would like consumers to utilize the mobile application more frequently and enjoy the convenience of online shopping. Also, we want consumers to see the brand as having a classic look with a modern twist.

What is the idea that will get them to think that way?

We will infuse more interactive features on the app. In order for them to see our brand as classic/modern, we will provide advertisements targeted specifically to our young, but sophisticated audiences.

What are the best ways to connect the idea to the consumer?

The best way to better connect our ideas to the consumer is through campaigns on college campuses, comparable to Victoria’s Secret Pink. Another method is by incorporating Gap’s successful Red campaign into a new, modified and modernized campaign. Lastly, we would like to do an “evolution of the Gap sweater.” This will cause consumers to reminisce on the Gap sweatshirts their parents and grandparents bought them in grade school and revitalize their popularity. Through this strategy, nostalgic and hip feelings will be brought to the brand.

What tone do we want to take?

Currently, Gap is using a humorous tone in its campaign. We would like the tone to be nostalgic and sentimental, but remind the consumer that Gap updates fashions and stays current with trends.

How will we measure success?

Success will be measured through tracking the number mobile application downloads, “likes” on Facebook,“retweets” on Twitter, positive feedback on YouTube, and the Google analytics platform.

What are the mandatories and key milestones?

Mandatories include a simplistic, fun look to the ads. These ads will be placed on billboards, in magazines and on the various social media channels. Our key milestones include gaining 5,000 new followers on each platform and an additional 5,000 app downloads.

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Creative Tactics

Nostalgic Gap Print Advertisement

• DEATAL Digital looked at previous Gap advertisements, both print and television, and compared and contrasted their elements.

• DEATAL Digital team members then conducted two separate brainstorming sessions to develop ideas. Ideas included continuing with Gap’s RED Campaign and developing a college T-shirt campaign to target college students.

• DEATAL Digital voted and decided that the Evolution of the Gap Sweater was the best choice

• The team then produced a simple sketch:


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• The idea was implemented using Adobe Illustrator. The following draft was produced:


• DEATAL Digital continued to evolve the idea, and the design below was produced as a final product.


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Media Media Objectives

Specific Target Audience (Primary and/or secondary)

DEATAL Digital’s primary target audience will be college-aged students and recent graduates who are entering the professional world in the age range of 18-26. Our secondary audience will be an older, sophisticated crowd in their mid-thirties. DEATAL Digital feels the main audience is college-aged students because the apparel is made of quality materials but is not over-priced.

Defensive Marketing

Because Gap is such an established brand, DEATAL Digital feels using a defensive strategy would be more useful. Customers are well aware of the Gap brand and because it is a leader in the clothing market, we are reinforcing customers purchasing patterns with Gap stores. DEATAL Digital is defending Gap against any newcomers in the industry that could harm sales.

Reach and frequency

DEATAL Digital is choosing to do a high reach campaign because based on our pulsing schedule and seasonal peak in purchasing, it would be better to choose reach over frequency. The reach would be at 95% and frequency would be at a 2-3. We chose to do a higher reach because we are pushing a bigger social media and mobile campaign. We want to reach a big audience to introduce our audience to Gap’s new campaign.

Scheduling and Timing

DEATAL Digital plans to advertise continuously throughout the year but spend most of our budget for the Spring and Fall line where consumers do most of their purchasing at Gap. This consists of the months of October-December and March-May. We are choosing to use a pulsing schedule. This way spending is notably heavier in the Spring and Fall periods instead of it being continuously the same throughout all parts of the year.

Geography

Because Gap is such a large brand, this will be a national campaign. We are advertising in all locations of the country and buying ads in all markets.

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“Must-have” vs. “Opportunity” Media

In the past, Gap has spent most of its media budget on Magazines, Cable TV, outdoor advertising, etc. (most of the traditional media outlets). However, in this campaign DEATAL Digital would also like to put more of a focus on the opportunity media. This will include spending more money on Gap’s mobile application. Since we are targeting a college-aged audience, they spend the majority of their time seeing advertisements on their mobile devices. By implementing a strong advertising presence in mobile form, we will hit our target audience where they will see it the most. So, DEATAL Digital will still be spending the majority of the budget on the must-have medias. We would also like to expand our presence into the opportunity media outlets as well.

Digital Strategy

In order for our viewers to be exposed to all of our advertising efforts, we plan to expand as much as possible onto social media. Our target audience is prime users when it comes to being online. We plan to market on mobile apps such as Instagram, YouTube, and Pandora. We also would like to market on ESPN, Facebook, Gmail and Amazon. DEATAL Digital wants to optimize our content on as many platforms as possible since we are expanding our budget when it comes to digital. 18-26 year olds do most of their shopping online so they will be susceptible to our advertising messages when visiting these specific sites and apps. We plan to update the current mobile application to make it more interactive for the consumer. During our focus groups we discovered that shoppers found apps where they could interact were more stimulating (DEATAL Digital, 2015).

We plan to increase social engagement through the aforementioned medias in order to reach our target audience. Currently, Gap has 6.6 million likes, our goal is to increase this by 12% in 2016 (Facebook, 2015). On Gap’s official YouTube channel it only has 6, 491 subscribers. So, in the coming year of 2016, we would like to increase that by 30% and plan to achieve this by putting a greater emphasis on shared videos (YouTube, 2015). The mobile application is lacking the most, so we plan on spending much more to drive more downloads. Additionally, we discovered the app does not utilize the immensely popular, “Apple Pay.” By adding this to Gap’s website, DEATAL Digital proposes that it will help increase the number of downloads. Through each of these different strategies, Gap will prove an even stronger competitor in the marketplace in 2016.

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Media Budget

Figure 16

Public Relations

DEATAL Digital’s Public Relations budget is $10,200,000

DEATAL Digital has proposed the following Public Relations objectives:

• To implement a line of college T-shirts and conduct promotional visits to the sponsored universities.

• Reinstate the RED Campaign and promote Gap products at various World AIDS Day events on December 1, 2015.

The first objective will be executed in June through October of 2015. Gap will launch a line of college T-shirts featuring 15 different universities over the summer months. Then, when school beings in the fall, Gap will visit each of the universities and host a variety of events including giveaways, booths around campus and free concerts. These events will take place nationwide.

Through this objective, DEATAL Digital has the goal of spreading awareness of the Gap brand to college-aged students. The 18-26 year old age group was targeted in the

33%!

20%!

42%!

3%! 2%!

Media(Mix(Pie(Chart(Print! Broadcasting! Interactive! OutOofOhome! Radio!

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agency’s research, and college visits will help DEATAL Digital reach this demographic. Also, based on primary research, it was prevalent that the targeted age group did not view Gap as a trendy brand. If this idea is implemented, Gap will have the opportunity to draw this audience in through both its products and first-hand encounters.

The second objective will be executed in September through December of 2015. Gap will bring back the T-shirts and advertisements associated with its previous RED Campaign. From focus group responses, DEATAL Digital learned that consumers enjoyed this campaign and believed it added a trendy component to Gap. In order to reinstate this campaign in a new and exciting way, Gap will release the RED T-shirts in September and attend a World AIDS Day event on December 1, 2015 to sell T-shirts and support the cause.

By implementing this strategy, Gap will recreate a previously successful campaign and show support for a disease that affects millions of people. This will appeal to the pathos of audience members, which will encourage them to support both Gap and the disease. Additionally, attending World AIDS Day events around the country will provide exposure for the brand and hopefully stimulate sales.

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Media and PR Selection and Flowchart

Media and PR Selection/Media Flow Chart Explanation

Print and Television:

January 8-14, 2016 was chosen primarily because it is close to the holidays. After the New Year, shopping and returns are on consumers’ minds as it is right before school, classes and work go back into session.

March 17-23 was selected because the beginning of spring is a time to start considering new fashions.

Mid April and mid May were chosen because they represent a time for new seasonal fashion trends to be released, coinciding with beautiful spring weather and summer vacation.

June and July were chosen occasionally to keep new Gap merchandise fresh in consumers’ minds. A cluster of times were chosen in August because this is arguably the biggest time for back to school shopping. This is also a time when business professionals want new fashion trends and need new clothes for when the weather begins to change.

Sporadic times in September and October were chosen to remind shoppers of the Gap brand.

Nov 18- December 1 was chosen because this is the time of family functions, holiday parties and social events with Thanksgiving, Black Friday and Christmas right around the corner. December 15-28 was chosen to parallel Christmas.

Radio:

52 straight weeks of Gap advertising in both the a.m. and p.m. would run in four major cities. Radio is the cheapest form of advertising and it can reach a large audience consistently and in a non-confrontational way.

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Internet and Mobile:

ESPN.com:

• January 29-Febuary 5 was chosen for Superbowl season • March 24-25 was chosen because it is the heart of March Madness • June 17-23 was chosen because it is the time of the NBA Finals • October 21-27 was chosen because it is the time of the MLB World Series

Instagram and Facebook:

• The February 13-19 timeframe was chosen because of Valentines Day. Consumers will hopefully share pictures and updates of themselves in new Gap outfits during this time.

• May 13-19 was chosen because it marks the end of the school year. Summer is near and college graduations take place. This is an opportunity for a plethora of pictures, “shares” and “likes” across different social media platforms.

• November 21- December 1 was chosen because it is during the Thanksgiving holiday and Black Friday. This will lead to more pictures, “shares” and “likes.”

• December 22-28 was chosen because this it marks the Christmas season.

Gmail, Amazon.com, Pandora and YouTube:

These ads were spaced out to about once a month because they represent the most frequently visited websites on the Internet. This consistent exposure will lead to the Gap brand slowly bleeding into consumers’ hearts and minds.

Outdoor Advertisements:

These outdoor advertisements were spaced out to about once a month. This is because the four cities included, Washington D.C., Los Angelis, San Francisco and New York City, have the highest populations, fashion acumen and progressive nature of anywhere in the country. The constant exposure to the Gap brand will rub off on consumers and make them recognize Gap as a viable brand. This is known as the rule of seven.

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Special Events and Promotions:

College T-shirt Giveaway: This giveaway will be spaced out to once a month to allow Gap officials to travel around the country. This will allot ample time on each individual campus. The campaign will reignite college students’ affinity for the Gap brand when they see that their college is sponsored by Gap.

Reinstatement of RED Campaign: This will be a one-day blowout on December 1, 2015. It will be a charity music festival with Gap products for sale everywhere. This will prove that Gap takes corporate responsibility seriously by holding an out-reach event.

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Media Flowchart

DEATAL Digital’s flowchart is pictured below in Figure 17. For the in-depth details of the flowchart, please refer to Appendix C.

Figure 17

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Campaign Evaluation

DEATAL Digital wants to propose a 20% increase in the areas of attitude, usage and awareness

The following campaign objective was executed by DEATAL Digital:

• The agency’s goal was to study college-aged students, ranging from 18-26. From this sample, DEATAL Digital had the objective to gain an understanding of how Gap is viewed in the clothing market. To achieve this objective, the agency investigated how the brand compared to its competitors, J. Crew, American Eagle and H&M, while gaining consumers views on Gap’s social media and advertising presence.

The following creative objectives were executed by DEATAL Digital:

• To remind college-aged individuals that Gap was an essential part of their childhood.

• To appeal to the emotions of consumers through a reminiscent advertisement.

DEATAL Digital created this objective based on knowledge the agency received from its secondary and primary research. The agency established an IMC campaign based on the information it gathered. The goal of this campaign was to increase relevance, an area in which Gap lacks among its competitors. Through this campaign, the agency also wanted to help Gap maintain its positive image in areas including durability, awareness and knowledge.

DEATAL Digital wanted its campaign to help promote and improve Gap’s mobile application. Research showed that the target audience lacked awareness of the mobile application. The agency believes Gap’s brand awareness will increase if improvements are made to the application and consumers learn of its existence.

To determine whether or not the IMC campaign is successful, DEATAL Digital will repeat the AAU study and compare it to the original. This will show how the views of consumers changed in the areas of attitude, usage and awareness after the campaign has been implemented. DEATAL Digital’s goal is for Gap to increase and/or maintain in all three categories. Overall, the agency expects to see a 20% increase in each of the areas.

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Tracking Study

Aside from repeating the AAU study, DEATAL Digital will track numbers on all of Gap’s social media platforms including Facebook, Twitter and Instagram. Additionally, the agency will track the number of sales from Gap’s mobile application. To receive even more specific data, DEATAL Digital will track the number of followers in its target age group and further break down the numbers by demographics.

Social Media KPI

Number of “likes” and “shares”

Number of subscribers and video views

Number of “followers” and “likes”

Gap Mobile Application

Number of downloads and purchases

To receive even more specific data, DEATAL Digital will track the number of followers in its target age group and further break down the numbers by demographics. The agency will also track the number of sales by month, season and region.

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References

Annual Report. (2014). Gap Inc. Retrieved from http://investors.gapinc.com/phoenix.zhtml?c=111302&p=irol-reportsAnnual. Bose, N. (2015, January 7). Holiday season U.S. store sales down 8 percent in 2014:

RetailNext. Reuters. Retrieved April 29, 2015, from http://www.reuters.com/article/2015/01/08/us-usa-holidaysales-idUSKBN0KH01P20150108

DEATAL Digital (2015). Focus Group Study. DEATAL Digital (2015). Gap Consumer Survey. Fall Product Apparel/Accessories. (2013). MRI Reporter. Retrieved from http://ureporter.mriplusonline.com/selectdemofromsearch.asp. Gap. In Facebook [Home page]. Retrieved April 18, 2015, from

https://www.facebook.com/pages/Gap/14856729724?fref=ts

Gap. In YouTube. Retrieved April 18, 2015, from https://www.youtube.com/user/Gap

History. (2015). Gap Inc. Retrieved from http://www.gapinc.com/content/gapinc/html/aboutus/ourstory.html. Men’s Clothing Stores in the US. (2015, Feb). IBISWorld. Retrieved from http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=1066. Men’s Clothes Shopping. (2014, May). Mintel Oxygen. Retrieved from http://academic.mintel.com/display/703271/?highlight Online Men’s Clothing Sales. (2014, Dec). IBISWorld. Retrieved from http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=5095. PRIZM. (2015). The Nielson Company. Retrieved

from http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&pageName=Segment%2BExplore

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Appendix

Appendix A

Focus Group Protocol Protocol

The focus group will ask 5-8 people around 6 open-ended questions for the purpose of gaining knowledge about their overall attitudes toward Gap’s brand. It will last no longer than 30 minutes. The focus group will be conducted at the Downtown WVU Library and will be recorded with a video and audio tape to allow flexibility with the researcher’s interactions and to maintain the veracity of the information obtained. At times the researcher may ask questions other than the ones provided to extend an idea related to the discussion. Each video and audio file will be stored by the researcher and kept confidential. After this project is completed, each researcher will destroy the audio and video files they obtained.

Recruitment In order to recruit participants for the focus group, friends and acquaintances must be approached. Dinner and beverages will be provided for incentive at the focus group since it will be held at 6 or 6:30 P.M. each time. Due to time restraints this limits the demographic to college-aged males and females. Three focus groups will be held: 3/3, 3/5 and 3/10. Participants are all English speaking, willing to participate in the focus group discussion and are currently students at WVU. Informed Consent An informed consent will be provided to participants. The consent form will include the topics discussed, amount of time per focus group, voluntary participation, opportunity to withdraw without penalty, access to research findings, and the nature of confidentiality. Videotaping Permission Procedures DEATAL Digital will require all participants to sign releases regarding Videotaping Permission Procedures. Before each focus group session, DEATAL Digital will protect the rights to record participants. A release form will be provided for each person over the age of 18 and parents will be required to sign the form for participants under the age of 18. We will use approved or previously purchased music libraries and video material to conform to Web distribution and broadcasting’s downloading and playback guidelines. Names of the Moderator and the Observer

March 11: Moderator- Lauren Petitt Observer- Taylor Jobin

March 12: Moderator- Drew Allen Observer- Alexandria Beto

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March 13: Moderator- Elizabeth McCormick Observer- Annaliese Niemeyer

Adequacy of Protection against Risks All efforts will be made to ensure that signs of psychological distress are closely monitored. If the moderator detects that participants are distressed, the session will conclude. The moderator may also urge the distressed participant to seek health services. The moderator will also have to remain aware that during the discussion, while it must be open, honest and passionate, people must remain calm and respectful of one another at all times. The focus group will need to be concluded or the topic will need to be changed if the moderator senses hostility. If there are any other issues that the participants encounter, they are highly encouraged to contact the moderator or those stated on the consent form. Talking Points Picture Storytelling: Have members show their images.

Perfect Customer: Who is your perfect customer and why?

Reason for Purchase: What motivated you to buy the product?

Shopping Habits: When do you shop (planned or impulse) and how much do you usually spend?

Competitors How threatening are Gap’s competitors?

Competitors Who do you think are Gap’s competitors?

Trends: What is the most important fashion trend to you right now?

Favorite Product: What makes the product the right fit for you?

Message: What brand messages speak to you and why?

Credibility: Is the brand a credible brand to you and why?

Least Favorite Product: What about it don’t you like and why?

Popularity: What brands or messages are popular with you?

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Competitors: Who are they and why? What is better about them?

History: How long have you been buying from the brand or buying the product?

Opening Statement Hello everyone, thank you for coming today. Our agency, DEATAL Digital is conducting research to produce a digital campaign and smartphone application for the American clothing brand, Gap. We would like your insight on the products Gap sells and the advertisements they produce. Our focus group today will consist of open-ended questions and picture story telling. Our main focus is to receive as much honest feedback as possible, so don’t hesitate to speak freely. We want you to feel comfortable throughout this process. The only thing you needed to bring with you today is a picture that you feel represents Gap as a brand. This will help in the picture story telling portion of the discussion. Thank you all for taking time to help us in our research today, now let’s get started. Instruction for Picture Storytelling

Pre-focus group: Reach out to confirmed participants via email or personal communication. Ask each confirmed participant to collect a picture(s) that represent his/her thoughts and feelings about Gap. Ask each participant to bring his or her picture printed to the focus group session. Participants may send DEATAL Digital their selected pictures prior to the session to have printed if needed. DEATAL Digital will provide participants an example prior to session date. Pictures should be a metaphor of Gap and cannot contain actual images of the Gap brand, logo or products. If Gas is unknown/new to the participant(s), DEATAL Digital will provide background information about Gap (e.g., direction to Gap’s website, product samples, and background brochure, etc.). Focus group: Each participant will be asked to present their selected picture(s) to the group. Participants will be asked to describe how their selected picture(s) represent their thoughts and feelings about Gap.

Methods of Record Keeping Real time note taking, audio and video recording. Consent Form Hello. We are DEATAL Digital and we are currently conducting focus groups among college educated young adults aged 18-26 years old. We very much appreciate your participation in our focus group. This information will help Gap and DEATAL Digital to aim advertisements to college educated young adults. The focus group will take approximately 30 minutes. Some of the questions are personal, but all information provided is strictly confidential, anonymous and will not be shown to any other persons.

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Participation in this focus group is voluntary and you can choose not to answer any individual question or all of the questions. However, we hope that you will participate in this focus group, since your views are important. At this time, do you have any questions about the focus group? May I now begin the session? I agree to be recorded during this session.

Signature: ___________________________

Date:________________________________

Questions Why do you shop at your preferred stores? What have these experiences been like? What makes a brand credible to you? Name some brands that you trust or tend to gravitate towards and explain why. What draws your attention to these brands? Where are your favorite stores to shop and why? What do you look for in your shopping experience? What is your preferred shopping method? How do you typically shop? What is your favorite online store? What is your driving factor for making a trip to the mall or shopping online? Is it impulsive or planned? Does seeing advertisements for a specific product inspire you to purchase and why? What is your relationship with the following brands: (American Eagle, H&M, J.Crew) If you visit any of the mentioned stores, what are you going there to buy?

Can you recall the first time you shopped at Gap?

Can you recall the first time you heard of the Gap brand?

What is the latest trend that you really care about?

How does the Gap incorporate these trends?

Focus Group 1 Notes Gap Current Ad reactions:

Not how they think of Gap

Picture Storytelling:

First picture: Mother and a child...Chose because he sees Gap as more of a young children’s clothing store. Not really aware of the adult clothing portion.

Little Kids playing: Also sees as more of a kid’s clothing store. Super Bad is why he thinks of kid’s clothing. Not really aware of the adult clothing portion.

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Picture of people walking in colored jeans: Chose this picture because there are all different races and body types and colors and types of jeans. Gap is known for their jeans and is made for a lot of people. Don’t just see one type of person wearing Gap. It’s a very universal brand.

White Tshirt: Because Gap is very simple and plain and basic, but not basic in a bad way. Basic in that is provides good basic items. Good quality pieces that are versatile and you can keep them for a long time.

San Francisco Picture: Because that’s where the headquarters are. Knew in advance that that’s where the headquarters are because he has family there.

Questions:

1. Where are your favorite stores/brand to shop? Forever 21, T.J. Max, Good Will, Calvin Klein. It also depends on what type of item they are looking for. The store they go to depends on the kind of item they want.

2. What makes you gravitate towards these stores? Price and Quality. Quality is number one thing that they look for, Price is number two.

3. Experience at Forever 21: Hit or Miss. Either go in and spend 100 dollars or leave with nothing. Trust that there is always something in there that they can wear, but quality is also hit or miss. Sometimes there is stuff you can keep for years and sometimes they rip after the first time that you wear them.

4. What makes a brand credible to you?

Keeping up with trends, stuff that fits well, only go to American Eagle because jeans fit. Jeans have fit for past 5 years.

5. Preferred shopping method? Like trying clothes on first. Have to know what it looks like on. Convenience of shopping online is nice, but you may get it in a completely different color than you thought or it might not fit right. Trying on clothes is very important.

6. If you do shop online, do you have a specific place where you will shop online, but won’t go in the store? Jewelry bc you don’t need to try that on. If there are limited store options in the area you’re in, shopping online is okay. Used example of Urban Outfitters.

7. What’s your driving factor for making a trip to the mall? Usually impulsive or planned? Most said planned. One said depends on how much money she has.

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8.Do seeing ads for a specific brand/product inspire you to purchase that brand or product? If athletes are wearing certain brands, then that will inspire them to buy it. If the picture appeals to them, that will make them want to buy it. For example, if it’s an ugly picture, even from their favorite store, they will still not want to buy it. If the picture makes the clothes fit well and look goof on the person, then it make you feel like they would fit good on you.

9. Stores and relationships:

American Eagle: One of the girls likes their jeans. One of the boys used to shop there, but can’t fit in clothes anymore. Classified as more youthful and high school era.

H&M: Boys haven’t been there. Girls have been there and like it. Compare to Forever 21, but a little bit better quality. Sill isn’t the best quality. Classified it as trendy.

J.Crew: Girls said they would go there for good quality clothing and classified it as business casual. Would go there to buy dress pants or jeans. Boys have never been there and don’t know what they sell. Mixed it up with the hair gel line and thought that Wal-Mart sold it.

Showed App:

-One person used Old Navy app. Commented on the spin wheel that gives discounts and free items.

-Michael’s Craft Store also gives good discounts through their apps.

-Guys use Amazon to shop online and like that it’s easy to use and refine search.

-Didn’t think the Gap app was anything special, but thought it was easy to navigate. Just looked like a standard clothing store.

Additional Comments:

-Said they wouldn’t go in Gap to look for something, just may stop in if at the mall. Classified as a stop by type of store.

-Gap has a way better spring/summer line than fall/winter. Keep up more with trends in the warmer seasons.

Black and White ad:

-Not how they think of Gap

-Awkward

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-Didn’t even know it was for Gap or a clothing brand

-Would rather see it embody the clothes

-Black and white: couldn’t really even see the clothes. Would rather it show the clothes.

Traditional or Modern? Everyone thought Traditional. Trying to move towards Modern but the brand is traditional by nature.

Focus Group 2 Notes Picture Storytelling:

Sink: Thought it was very dull, sad and didn’t have a lot of color. Not the biggest fan of Gap.

Busy City Street: Gap represents business casual and when you think of a city, you think of busy and metropolitan

Hot guy in a denim jacket: When she thinks of Gap, thinks of the traditional place to buy denim. However, thinks it is overpriced. Went in to buy a denim jacket and went to Forever 21 instead because it was cheaper.

-Also think of Khakis, sweaters and scarves when they think of Gap. Reminds them of the 90s.

Modern Kitchen: thinks Simple American. Simple style, but transcends the times. Very classic, but with a modern twist. It’s relevant, but classic and conservative.

Favorite brands and stores:

-H&M

-J.Crew

-Lilly Pulitzer

-Banana Republic

-BeBe

-Francesca’s

-Gap

-Ralph Lauren

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When you go to the stores or shop online, what are you looking for: A look, product?

-Looking for a sale

- Style

-Classic, clean cut, preppy

What draws your attention to these brands?

-Advertising

-Price

-Color

-Quality

-Versatile: Something you can wear to an interview or to lunch

-Popularity

-Storefront

-Attractive Packaging

When you walk into the stores, what are your experiences like? How does the appearance affect you?

-Likes when there are wood floors, fun music

-The clutter of Forever 21 gives anxiety

-Likes when a store is 1 floor

When you think about clothing brands and your preferred store, what makes these brands/stores credible to you?

-Past experience with them

-Customer service

-If someone compliments your shirt while in the store

-The fit

-Quality

-Other people’s experiences

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-How it washes

-Uniqueness

-Has 9 different Ralph Lauren polos because know how they fit

Are the options and inventory what make the brands credible to you? Do you find Gap credible because you have known about it for so long?

-Gap credible because its been around for so long

-You know what you’re going to get

-If you need one item, like khakis or a cardigan, you will go to Gap

-You don’t go to browse, but if you need one specific item you will go.

When do you shop?

-Anytime

-When they have money

-Impulse

-When the seasons change

-When there is a sale going on

How long has it been since you all have shopped at Gap?

-Last weekend

-Go frequently

-Last week

-Usually just stop in when you’re in the mall

-middle school

-as a child with grandma

-Have 1-year-old PJs from Gap that are really comfortable and wear a lot

What do you like about Gap?

-Crisp

-Good quality

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-Reliable

-Classics that you can mix and match

-Very versatile

-Staple pieces

Advertisements:

1st:

-Funny

-Different...usually just people dancing in their jeans

-Interracial

-More modern for Gap

-Related more to college aged

2nd:

Cute

Very trendy and up to date

Targeting younger audience

Big step in the right direction. Brought them into 21st century

Different than what we are used to seeing

Liked the storyline

After seeing Ads, do any of them change perception of Gap and where the brand is headed?

-Want to go there more

-didn’t really spark more interest in the brand. Didn’t show a lot of clothes

-However, since they are making more modern commercials, leads him to think that their clothes are more modern.

Did anyone get a brand message from the Ads?

-All American

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-Denim

-Classic

-Jeans you can keep forever

-Appealing

-Reintroducing their jeans

-Keeping up with times, but still classic

-Simple but significant

Who do you think are Gap’s main competitors?

-J.Crew=biggest

-Ralph Lauren

-American Eagle because they sell the most jeans in the US/Highest denim providers in US

-Levi’s

-Macy’s

-H&M

Relationship/views of American Eagle?

-High School

-Middle School

-2007

-Never wore it

-What preppy was until we got into the real world

-Gap is more college/college grad style and American Eagle is more middle school/high school

Relationship/views of H&M?

-European

-Modern/Classy

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-Gap is expensive in comparison, but Gap has better quality

-H&M more stylish and trendy...stuff to wear out

-Gap=basics

-Could never imagine being in a bar and saying you got your crop top at Gap

Relationship/views of J.Crew

-In love

-Perfect

-Gap is more basic than J.Crew

-J.Crew has more colors and patterns and better accessories

-When you go into JCrew you know you’re going to spend a lot of money

-Feel like you can buy the exact same sweater from JCrew somewhere else for half the price

Do you think any of the competitors allow you to express yourself?

-No

-Cookie cutter

-Not diverse at all, but still like them

-You go to different places for different things

-Geared toward goal oriented individuals

How threatening do you think these competitors are to Gap?

-Very competitive

-All cheaper, aside from JCrew

-Different audiences

-Think H&M is biggest competitor because it is cheaper and more diverse and has a little bit of everything.

-Also think Express is a big competitor

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What is the latest trend/look/style that you all really care about?

-Flower child/hippy

-Thigh highs

-Chiffon

-Bohemian

How does Gap incorporate these?

-It hasn’t

-Just stays classic

1st time/1st thing you bought from the Gap?

-Adjustable pants

-With dad and bought 1st pair of jeans

-Gap hats

-Gap sweatshirts

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Focus Group 3 Notes Participants:

Anne Marie

Brittney

Morgan

Kristie

Jordan

Picture Storytelling:

Brittney: Chose a picture of Bono because she thinks of the RED campaign they had with AIDS/HIV

Kristie: Picture of woman in work clothes. Simple, essential clothing

Morgan: Picture of a family with parents with “bad” style

Jordan: Picture of 7 people in all denim. When thinks Gap, thinks jeans

Anne Marie: Plain stripped shirt

Audrey Hepburn advertisement:

Didn’t think it really represented Gap. Dancing and Audrey Hepburn have nothing to do with Gap. Style is more expressionist

What stores do you shop at?

Brittney: not Gap

Kristi: H&M, Forever 21, Charlotte Ruse. Likes them because there is a wide variety.

Morgan: Urban Outfitters, Victoria Secret. Likes them because they are both cute and comfy. Keep up with current trends.

Jordan: Lucky Jeans, CarHeart, Brooks Brothers

Anne Marie: Anthropologie...unique and well made

Current Fashion Trends that are important:

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Leggings

What makes a clothing brand credible:

Accessible

Not about the name...quality

Preferred shopping method:

Online because it is convenient. Easier than going through racks of stuff

TJ Max

Sometimes like online shopping and other times don’t

Prefer to shop in the store because clothing looks different online/in person

Major competitors:

H&M: Gap all age ranges, Gap more traditional, H&M is trendy

Gap pushes merchandise less often than H&M

American Eagle: likes jeans, have short sizes. Lifestyle they sell is younger/different than Gap. Not a lot of personality.

J.Crew: Buy cords there...way more expensive than Gap. J.Crew Factory

Modern or Traditional? Traditional

Notable experiences? Gap sweatshirts

Gap Mobile Application:

-Easy to navigate, user friendly. Wouldn’t change much.

-Would never buy clothes from a mobile application, but it looks a lot like shopping online so if she were to use a mobile application she probably would.

-Pretty average for an application.

-Surprised at how Gap had changed since he was a child.

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Appendix(B(Hello.!!We!are!DEATAL!Digital,!and!we!are!currently!conducting!a!survey!among!college!

educated!young!adults!aged!18O26!years!old.!We!would!very!much!appreciate!your!

participation.!This!information!will!help!Gap!and!DEATAL!Digital!to!aim!advertisements!to!

college!educated!young!adults.!!The!survey!will!take!between!30O45!minutes.!Some!of!the!

questions!are!personal,!but!all!information!provided!is!strictly!confidential,!anonymous!and!

will!not!be!shown!to!any!other!persons.!!Participation!in!this!survey!is!voluntary!and!you!

can!choose!not!to!answer!any!individual!question!or!all!of!the!questions.!However,!we!hope!

that!you!will!participate!in!this!survey!since!your!views!are!important.!Participation!in!this!

survey!is!voluntary!and!you!can!choose!not!to!take!it!at!this!time,!do!you!want!to!ask!me!

anything!about!the!survey?!May!I!begin!the!interview!now?!

Signature!of!Interviewee!(Initial):!(1)!

Today's!Date!(MM/DD/YYYY)!(2)!

!

Q1!What!is!your!favorite!casual!U.S.!apparel!clothing!line?!

J.!Crew!(1)! American!Eagle!(2)! Gap!(3)! H&M!(4)!!

Q2!When!did!you!last!purchase!a!Gap!product?!

Within!the!last!week!(1)! Within!in!the!last!month!(2)! Within!the!last!6!months!(3)! Within!the!last!year!(4)! Within!the!last!two!years!or!longer!(5)!!

Q3!Of!the!following,!what!is!your!preferred!method!of!shopping?!

Shopping!Mall!(8)! Outlet!mall!(9)! Discount!websites!(10)! Company!websites!(11)! Mobile!phone!(12)! Standalone!specialty!store!(13)!!

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Q4!When!shopping!for!clothes!and!accessories,!what’s!the!most!important!factor?!

Convenience!(1)! Budget!(2)! Brand!Loyalty!(3)! Variety!(4)!!

Q5!How!do!you!find!out!information!about!your!favorite!clothing!line?!

TV!(1)! Radio!(2)! Magazines!(3)! Friends!or!Colleagues!(4)! Local!outlet!or!mall!(5)! Internet!(6)! Newspaper!(7)! Outdoor!Advertising!(8)!!

Q103!How!would!you!rate!Gap!compared!to!J.!Crew,!American!Eagle,!and!H&M!

______!Gap!(1)!

______!J.!Crew!(2)!

______!American!Eagle!(3)!

______!H&M!(4)!

!

Q9!I!know!what!Gap!clothing!looks!like.!

! Strongly!

Disagree!(1)!

Disagree!(2)! Neither!

Agree!nor!

Disagree!(3)!

Agree!(4)! Strongly!

Agree!(5)!

I!know!what!

Gap!clothing!

looks!like.!

(1)!

! ! ! ! !

!

!

!

! ! 52!

Q10!I!can!recognize!Gap!among!competing!brands.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!

recognize!

Gap!among!

competing!

brands.!(1)!

! ! ! ! !

!

!

Q11!I!am!aware!of!the!Gap!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!am!aware!

of!the!Gap!

brand.!(1)!

! ! ! ! !

!

!

Q12!Characteristics!regarding!the!Gap!brand!come!to!mind!quickly.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Characteristics!

regarding!the!

Gap!brand!

come!to!mind!

quickly.!(1)!

! ! ! ! !

!

!

!

! ! 53!

Q13!I!can!quickly!recall!the!symbol!or!logo!of!Gap.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!quickly!

recall!the!

symbol!or!

logo!of!Gap.!

(1)!

! ! ! ! !

!

!

Q14!I!have!difficulty!picturing!elements!of!the!Gap!brand!in!my!mind.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!have!

difficulty!

picturing!

elements!of!

the!Gap!

brand!in!my!

mind.!(1)!

! ! ! ! !

!

!

Q15!I!know!what!H&M!clothing!looks!like.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!know!what!

H&M!

clothing!

looks!like.!

(1)!

! ! ! ! !

!

!

!

! ! 54!

Q16!I!can!recognize!H&M!among!competing!brands.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!

recognize!

H&M!among!

competing!

brands.!(1)!

! ! ! ! !

!

!

Q17!I!am!aware!of!the!H&M!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!am!aware!

of!the!H&M!

brand.!(1)!

! ! ! ! !

!

!

Q18!Characteristics!regarding!the!H&M!brand!come!to!mind!quickly.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Characteristics!

regarding!the!

H&M!brand!

come!to!mind!

quickly.!(1)!

! ! ! ! !

!

!

!

! ! 55!

Q19!I!can!quickly!recall!the!symbol!or!logo!of!H&M.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!quickly!

recall!the!

symbol!or!

logo!of!H&M.!

(1)!

! ! ! ! !

!

!

Q20!I!have!difficulty!picturing!elements!of!H&M!in!my!mind.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!have!

difficulty!

picturing!

elements!of!

H&M!in!my!

mind.!(1)!

! ! ! ! !

!

!

Q21!I!know!what!J.!Crew!looks!like.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!know!what!

J.!Crew!looks!

like.!(1)!

! ! ! ! !

!

!

!

! ! 56!

Q22!I!can!recognize!J.!Crew!among!competing!brands.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!

recognize!J.!

Crew!among!

competing!

brands.!(1)!

! ! ! ! !

!

!

Q23!I!am!aware!of!J.!Crew.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!am!aware!

of!J.!Crew.!

(1)!

! ! ! ! !

!

!

Q24!Characteristics!regarding!J.!Crew!come!to!mind!quickly.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Characteristics!

regarding!J.!

Crew!come!to!

mind!quickly.!

(1)!

! ! ! ! !

!

!

!

! ! 57!

Q25!I!can!quickly!recall!the!symbol!or!logo!of!J.!Crew.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!quickly!

recall!the!

symbol!or!

logo!of!J.!

Crew.!(1)!

! ! ! ! !

!

!

Q26!I!have!difficulty!picturing!elements!of!J.!Crew!in!my!mind.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!have!

difficulty!

picturing!

elements!of!J.!

Crew!in!my!

mind.!(1)!

! ! ! ! !

!

!

Q27!I!know!what!American!Eagle!looks!like.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!know!what!

American!

Eagle!looks!

like.!(1)!

! ! ! ! !

!

!

!

! ! 58!

Q28!I!can!recognize!American!Eagle!among!competing!brands.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!

recognize!

American!

Eagle!among!

competing!

brands.!(1)!

! ! ! ! !

!

!

Q29!I!am!aware!of!American!Eagle.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!am!aware!

of!American!

Eagle.!(1)!

! ! ! ! !

!

!

Q30!Characteristics!regarding!American!Eagle!come!to!mind!quickly.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Characteristics!

regarding!

American!

Eagle!come!to!

mind!quickly.!

(1)!

! ! ! ! !

!

!

!

! ! 59!

Q31!I!can!quickly!recall!the!symbol!or!logo!of!American!Eagle.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!can!quickly!

recall!the!

symbol!or!

logo!of!

American!

Eagle.!(1)!

! ! ! ! !

!

!

Q32!I!have!difficulty!picturing!elements!of!American!Eagle!in!my!mind.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!have!

difficulty!

picturing!

elements!of!

American!

Eagle!in!my!

mind.!(1)!

! ! ! ! !

!

!

Q33!Based!on!your!opinion!of!Gap,!rate!the!brand's!following!elements!on!a!scale!of!1O

9.!

!

! ! 60!

! Not!

Important!

at!All!(1)!

2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! Very!

Important!

(9)!

Is!made!of!

good!

materials!(1)!

! ! ! ! ! ! ! ! !

Is!fun!(2)! ! ! ! ! ! ! ! ! !

Is!cheap!(3)! ! ! ! ! ! ! ! ! !

Is!

prestigious!

(4)!

! ! ! ! ! ! ! ! !

Is!classy!(5)! ! ! ! ! ! ! ! ! !

Is!of!high!

quality!(6)! ! ! ! ! ! ! ! ! !

Is!expensive!

(7)! ! ! ! ! ! ! ! ! !

Is!relaxing!

(8)! ! ! ! ! ! ! ! ! !

Is!

sophisticated!

(9)!

! ! ! ! ! ! ! ! !

Lasts!a!long!

time!(10)! ! ! ! ! ! ! ! ! !

Has!a!valued!

brand!name!

(11)!

! ! ! ! ! ! ! ! !

Represents!

"me"!(12)! ! ! ! ! ! ! ! ! !

!

!

!

! ! 61!

Q34!Based!on!your!opinion!of!J.Crew,!rate!the!brand's!following!elements!on!a!scale!of!1O9.!

! Not!

Importan

t!at!All!

(1)!

Click!

to!

writ

e!

Scale!

poin

t!2!

(2)!

Click!

to!

writ

e!

Scale!

poin

t!3!

(3)!

Click!

to!

writ

e!

Scale!

poin

t!4!

(4)!

Click!

to!

writ

e!

Scale!

poin

t!5!

(5)!

Click!

to!

writ

e!

Scale!

poin

t!6!

(6)!

Click!

to!

writ

e!

Scale!

poin

t!7!

(7)!

Click!

to!

writ

e!

Scale!

poin

t!8!

(8)!

Very!

Importan

t!(9)!

Is!made!of!

good!

materials!(1)!

! ! ! ! ! ! ! ! !

Is!fun!(2)! ! ! ! ! ! ! ! ! !

Is!cheap!(3)! ! ! ! ! ! ! ! ! !

Is!

prestigious!

(4)!

! ! ! ! ! ! ! ! !

Is!classy!(5)! ! ! ! ! ! ! ! ! !

Is!of!high!

quality!(6)! ! ! ! ! ! ! ! ! !

Is!expensive!

(7)! ! ! ! ! ! ! ! ! !

Is!relaxing!

(8)! ! ! ! ! ! ! ! ! !

Is!

sophisticate

d!(9)!

! ! ! ! ! ! ! ! !

Lasts!a!long!

time!(10)! ! ! ! ! ! ! ! ! !

Has!a!valued!

brand!name!

(11)!

! ! ! ! ! ! ! ! !

Represents!

"me"!(12)! ! ! ! ! ! ! ! ! !

!

! ! 62!

Q35!Based!on!your!opinion!of!American!Eagle,!rate!the!brand's!following!elements!on!

a!scale!of!1O9.!

! Not!

Importan

t!at!All!

(1)!

Click!

to!

writ

e!

Scale!

poin

t!2!

(2)!

Click!

to!

writ

e!

Scale!

poin

t!3!

(3)!

Click!

to!

writ

e!

Scale!

poin

t!4!

(4)!

Click!

to!

writ

e!

Scale!

poin

t!5!

(5)!

Click!

to!

writ

e!

Scale!

poin

t!6!

(6)!

Click!

to!

writ

e!

Scale!

poin

t!7!

(7)!

Click!

to!

writ

e!

Scale!

poin

t!8!

(8)!

Very!

Importan

t!(9)!

Is!made!of!

good!

materials!(1)!

! ! ! ! ! ! ! ! !

Is!fun!(2)! ! ! ! ! ! ! ! ! !

Is!cheap!(3)! ! ! ! ! ! ! ! ! !

Is!

prestigious!

(4)!

! ! ! ! ! ! ! ! !

Is!classy!(5)! ! ! ! ! ! ! ! ! !

Is!of!high!

quality!(6)! ! ! ! ! ! ! ! ! !

Is!expensive!

(7)! ! ! ! ! ! ! ! ! !

Is!relaxing!

(8)! ! ! ! ! ! ! ! ! !

Is!

sophisticate

d!(9)!

! ! ! ! ! ! ! ! !

Lasts!a!long!

time!(10)! ! ! ! ! ! ! ! ! !

Has!a!valued!

brand!name!

(11)!

! ! ! ! ! ! ! ! !

Represents!

"me"!(12)! ! ! ! ! ! ! ! ! !

!

! ! 63!

Q36!Based!on!your!opinion!of!H&M,!rate!the!brand's!following!elements!on!a!scale!of!1O9.!

! Not!

Importan

t!at!All!

(1)!

Click!

to!

writ

e!

Scale!

poin

t!2!

(2)!

Click!

to!

writ

e!

Scale!

poin

t!3!

(3)!

Click!

to!

writ

e!

Scale!

poin

t!4!

(4)!

Click!

to!

writ

e!

Scale!

poin

t!5!

(5)!

Click!

to!

writ

e!

Scale!

poin

t!6!

(6)!

Click!

to!

writ

e!

Scale!

poin

t!7!

(7)!

Click!

to!

writ

e!

Scale!

poin

t!8!

(8)!

Very!

Importan

t!(9)!

Is!made!of!

good!

materials!(1)!

! ! ! ! ! ! ! ! !

Is!fun!(2)! ! ! ! ! ! ! ! ! !

Is!cheap!(3)! ! ! ! ! ! ! ! ! !

Is!

prestigious!

(4)!

! ! ! ! ! ! ! ! !

Is!classy!(5)! ! ! ! ! ! ! ! ! !

Is!of!high!

quality!(6)! ! ! ! ! ! ! ! ! !

Is!expensive!

(7)! ! ! ! ! ! ! ! ! !

Is!relaxing!

(8)! ! ! ! ! ! ! ! ! !

Is!

sophisticate

d!(9)!

! ! ! ! ! ! ! ! !

Lasts!a!long!

time!(10)! ! ! ! ! ! ! ! ! !

Has!a!valued!

brand!name!

(11)!

! ! ! ! ! ! ! ! !

Represents!

"me"!(12)! ! ! ! ! ! ! ! ! !

!

!

! ! 64!

!

Q37!Gap!offers!something!unique!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!offers!

something!

unique!to!me.!

(1)!

! ! ! ! !

!

!

Q38!Gap!food!is!relevant!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!is!

relevant!to!

me.!(1)!

! ! ! ! !

!

!

Q39!I!believe!in!the!Gap!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!believe!in!

the!Gap!

brand.!(1)!

! ! ! ! !

!

!

!

! ! 65!

Q40!I!want!to!purchase!items!from!Gap.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!want!to!

purchase!

items!from!

Gap.!(1)!

! ! ! ! !

!

!

Q41!American!Eagle!offers!something!unique!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

American!

Eagle!offers!

something!

unique!to!me.!

(1)!

! ! ! ! !

!

!

Q42!American!Eagle!is!relevant!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

American!

Eagle!is!

relevant!to!

me.!(1)!

! ! ! ! !

!

!

!

! ! 66!

Q43!I!want!to!purchase!items!from!American!Eagle.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!want!to!

purchase!

items!from!

American!

Eagle.!(1)!

! ! ! ! !

!

!

Q44!I!believe!in!the!American!Eagle!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!believe!in!

the!American!

Eagle!brand.!

(1)!

! ! ! ! !

!

!

Q45!J.!Crew!offers!something!unique!to!me.!!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.!Crew!offers!

something!

unique!to!me.!

(1)!

! ! ! ! !

!

!

!

! ! 67!

Q46!J.!Crew!is!relevant!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.!Crew!is!

relevant!to!

me.!(1)!

! ! ! ! !

!

!

Q47!I!want!to!purchase!items!from!J.!Crew.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!want!to!

purchase!

items!from!J.!

Crew.!(1)!

! ! ! ! !

!

!

Q48!I!believe!in!the!J.!Crew!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!believe!in!!

the!J.!Crew!

brand.!(1)!

! ! ! ! !

!

!

! !

!

! ! 68!

Q49!H&M!offers!something!unique!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!offers!

something!

unique!to!me.!

(1)!

! ! ! ! !

!

!

Q50!H&M!is!relevant!to!me.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!

relevant!to!

me.!(1)!

! ! ! ! !

!

!

Q51!I!want!to!purchase!items!from!H&M.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!want!to!

purchase!

items!from!

H&M.!(1)!

! ! ! ! !

!

!

!

! ! 69!

Q52!I!believe!in!the!H&M!brand.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

I!believe!in!

the!H&M!

brand.!(1)!

! ! ! ! !

!

!

Q53!Gap!is!affordable.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!is!

affordable.!

(1)!

! ! ! ! !

!

!

Q54!Gap!allows!me!to!express!my!individuality!through!its!inventory.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!allows!

me!to!express!

my!

individuality!

through!its!

inventory.!(1)!

! ! ! ! !

!

!

!

! ! 70!

Q55!Gap!keeps!up!with!the!times!and!remains!modern.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!keeps!up!

with!the!

times!and!

remains!

modern.!(1)!

! ! ! ! !

!

!

Q56!Gap!is!a!name!that!I!trust.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

Gap!is!a!

name!that!I!

trust.!(1)!

! ! ! ! !

!

!

Q57!American!Eagle!is!affordable.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

American!

Eagle!is!

affordable.!

(1)!

! ! ! ! !

!

!

!

! ! 71!

Q58!American!Eagle!allows!me!to!express!my!individuality!through!its!inventory.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(4)!


Agree!(6)!

American!

Eagle!allows!

me!to!express!

my!

individuality!

through!its!

inventory.!(1)!

! ! ! ! !

!

!

Q59!American!Eagle!keeps!up!with!the!times!and!remains!modern.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

American!

Eagle!keeps!

up!with!the!

times!and!

remains!

modern.!(1)!

! ! ! ! !

!

!

Q60!American!Eagle!is!a!name!that!I!trust.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

American!

Eagle!is!a!

name!that!I!

trust.!(1)!

! ! ! ! !

!

!

! !

!

! ! 72!

Q61!H&M!is!affordable.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!is!

affordable.!

(1)!

! ! ! ! !

!

!

Q62!H&M!allows!me!to!express!my!individuality!through!its!inventory.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!allows!

me!to!express!

my!

individuality!

through!its!

inventory.!(1)!

! ! ! ! !

!

!

Q63!H&M!keeps!up!with!the!times!and!remains!modern.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!keeps!

up!with!the!

times!and!

remains!

modern.!(1)!

! ! ! ! !

!

!

!

! ! 73!

Q64!H&M!is!a!name!that!I!trust.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

H&M!is!a!

name!that!I!

trust.!(1)!

! ! ! ! !

!

!

Q65!J.!Crew!is!affordable.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.!Crew!is!

affordable.!

(1)!

! ! ! ! !

!

!

Q66!J.Crew!allows!me!to!express!my!individuality!through!its!inventory.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.Crew!allows!

me!to!express!

my!

individuality!

through!its!

inventory.!(1)!

! ! ! ! !

!

!

!

! ! 74!

Q67!J.!Crew!keeps!up!with!the!times!and!remains!modern.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.!Crew!keeps!

up!with!the!

times!and!

remains!

modern.!(1)!

! ! ! ! !

!

!

Q68!J.!Crew!is!a!name!that!I!trust.!

! Strongly!

Disagree!(1)!


Agree!nor!

Disagree!(3)!


Agree!(5)!

J.!Crew!is!a!

name!that!I!

trust.!(1)!

! ! ! ! !

!

!

Q69!Gap!can!be!classified!as…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 75!

Q70!Gap!is!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q71!Gap!attracts!a!crowd!that!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 76!

Q72!Gap!is!a!company!that!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q73!American!Eagle!can!be!classified!as…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 77!

Q74!American!Eagle!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q75!American!Eagle!attracts!a!crowd!that!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 78!

Q76!American!Eagle!!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q77!H&M!can!be!classified!as…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 79!

Q78!H&M!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q79!H&M!attracts!a!crowd!that!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!Q80!H&M!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 80!

Q81!J.!Crew!can!be!classified!as…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q82!J.!Crew!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

!

! ! 81!

Q83!J.!Crew!attracts!a!crowd!that!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

Q84!J.!Crew!is…!

0!(0)! 1!(1)! 2!(2)! 3!(3)! 4!(4)! 5!(5)! 6!(6)! 7!(7)! 8!(8)! 9!(9)! 10!(10)!!

! !

!

! ! 82!

Q85!What!is!your!gender?!

Male!(1)! Female!(2)!!

Q86!How!old!are!you?!

12O17!(1)! 18O24!(2)! 25O34!(3)! 35O44!(4)! 45O54!(5)! 55O64!(6)! 65O74!(7)! 75!or!older!(8)!!

Q87!What!is!your!ethnicity?!

Native!American!(1)! African!American/!Black!(2)! Caucasian/!White!(3)! Hispanic!(4)! Asian!(5)!!

Q88!What!is!your!occupation?!

Student!(1)! Professional!(2)! Military!(3)! Retired!(4)! Unemployed!(5)! Unable!to!work!(6)!!

!

! ! 83!

Q89!What!is!your!annual!income?!

Less!than!$10,000!(1)! $10,000O29,999!(2)! $30,000O$49,000!(3)! $50,000O$59,000!(4)! $60,000O$69,000!(5)! $70,000O$79,000!(6)! $80,000O$89,000!(7)! $90,000!or!more!(8)!!

Q90!What!is!your!highest!completed!level!of!education?!

Some!high!school!(1)! High!School!Diploma/!GED!(2)! Associate's!degree!(3)! Bachelor's!degree!(4)! Post!Graduate/!Professional!degree!(5)!!

Q91!If!you!have!any!questions!about!the!survey,[email protected]!

!

! ! 84!

Appendix C

!

! ! 85!

!

! ! 86!

!

! ! 87!

!

! ! 88!

!

! ! 89!

!

! ! 90!

!

! ! 91!

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! ! 92!

!

! ! 93!

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! ! 94!

Documents

DEATAL Digital Final Final Book