February 2019
Intermediate to advanced
240 pages
4h 8m
English
When Millard “Mickey” Drexler took over as CEO of Gap in 1983, the iconic American retailer was under great pressure to keep up with a new wave of competitors in the fast-fashion industry. Drexler set out to implement an aggressive turnaround plan that included bold changes. For example, the retailer would no longer sell its competitors’ products, in the hope that customers would be happy to switch to the much-higher-margin Gap items. Historically, Gap had mostly been a retailer for Levi’s products, with its own products as a secondary feature. This sea change in strategy also repositioned the firm to focus on older and more affluent customers, but the new focus required a total redesign of Gap’s clothing ...