The Gap originally targeted the younger generation when it opened, with its name referring to

the generation gap of the time.[48] It originally sold everything that Levi Strauss & Co made in every
style, size, and color, and organized the stock by size. The Gap was the first of many shops that
carried only Levi's. In 1973, Gap started making their own jeans as a way to differentiate
themselves from department stores.[49] Gap's current marketing works to appeal to a broad
demographic of customers, whereas Banana Republic presents a sophisticated image with a self
expressing easygoing personality and Old Navy focuses "fun, fashion, and value" for families and
younger customers. While the company has been criticized for blandness and uniformity in its
selling environments, it maintains that it tailors its stores "to appeal to unique markets" by
developing multiple formats and designs.[50] The domain www.gap.com attracts over 18 million
visitors annually, according to a 2008 Compete.com survey.[51] The brand is being criticized in the
UK because the merchandise that is offered to the UK customers cost double the prices (or even
a direct $/£ swap) found in the United States. Gap also does not offer XXL or larger sizes in the
UK stating the UK market does not require them in contrast to market leader NEXT who offer a
variety of larger sizes in the UK. In 2018, a Gap ad campaign featuring a young girl wearing
a hijab has been stirring up controversy in France.[52]
The Gap originally targeted the younger generation when it opened, with its name referring to
the generation gap of the time.[48] It originally sold everything that Levi Strauss & Co made in every
style, size, and color, and organized the stock by size. The Gap was the first of many shops that
carried only Levi's. In 1973, Gap started making their own jeans as a way to differentiate
themselves from department stores.[49] Gap's current marketing works to appeal to a broad
demographic of customers, whereas Banana Republic presents a sophisticated image with a self
expressing easygoing personality and Old Navy focuses "fun, fashion, and value" for families and
younger customers. While the company has been criticized for blandness and uniformity in its
selling environments, it maintains that it tailors its stores "to appeal to unique markets" by
developing multiple formats and designs.[50] The domain www.gap.com attracts over 18 million
visitors annually, according to a 2008 Compete.com survey.[51] The brand is being criticized in the
UK because the merchandise that is offered to the UK customers cost double the prices (or even
a direct $/£ swap) found in the United States. Gap also does not offer XXL or larger sizes in the
UK stating the UK market does not require them in contrast to market leader NEXT who offer a
variety of larger sizes in the UK. In 2018, a Gap ad campaign featuring a young girl wearing
a hijab has been stirring up controversy in France.[52]