Gap, Incorporated is an American clothing and accessories retailer, who was founded by a couple of ordinary American people (Donald and Doris Fisher) in San Francisco, California in 1969. The denomination of the company comes from the gap of generations, adults and teenagers, regarding different opinions on various aspects of everyday life. Nowadays, Gap Inc. employs approximately 150,000 peoples and conducts business on a world wide basis, in 3,139 stores, on 3 continents: North America, Europe and Asia. Having total global revenues for the year of 2006 of about 15.9 billion dollars, the company markets clothing products for different types of customers (men, women and babies) under various specialized brands: Gap, Banana Republic, Old Navy, Forth and Towne and Piperlime.
             The company's mission and purposes relate mainly to transmitting to customers a feeling of integrity and respect, an assurance of maintaining and creating personal identity by wearing Gap products. Open-mindness is transmitted by inducing customers to appreciate diversity of tastes, and more generally speaking that people are different in many aspects. Gap offers their customer qualitative and balanced products, so as to differentiate from the other corporations competing on the cloth and alike market. These missions and purposes established by the company helped it to become a market leader in its field, and allowed it to differentiate themselves in the eyes of the customers.
             The Gap products are divided among different line of products, each having a particular name and attracting a specialized and focused market segment. Although they are directed to particular market segments, all the product lines have a common characteristic – are simple products and used as a communication tool of the user's way of life. In this section, we will briefly discuss in turn each product line.
             Banana Republic is the first product line we would like to present...