The chain’s new line of jeans is designed to compete with $200-a-pair designer models but costs a lot less.
Keys: Marketing, pricing, product development, consumer behavior, strategic planning
Questions for discussion:
- Do you think that the new jeans will revive sales at The Gap? Explain your thinking.
- How can one product, like jeans, influence the overall buying behaviour of consumers? Explain your answer in terms of a consumer decision-making model to purchase clothing.