FBT Graduate Showcase 2026

Fashion Project: Gap Strategic Development Report

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Sheridan Garside
Amelia Moore
Aanuoluwa Oluleye
Olivia Shaw

Keywords

  • Marketing
  • Reinvigorate
  • Sustainability

Summary

Gap has been a generational reference point since launching in 1969, having built a strong legacy synonymous with American fashion. However, Gaps popularity and prominence has recently diminished in the UK. They have become outdated due to an abundance of internal issues, lack of adaptation to societal change, and a confused target market. This project proposes that Gap must ‘bridge the gap’ between the brand and consumer. Gap can differentiate themselves through reinvigorating their identity, focussing on sustainability, and improving their apparel offering. They must also take advantage of the growing generation z and millennial consumer through improved marketing communications.