IndexNew IMC campaignTarget to customersThe IMC messageCustomer perceptionDissemination of the messageMore effective communication mixTarget costThe Gap, Inc. is an apparel and accessories retailer based in San Francisco, California . It is present in over 40 countries around the world. The Gap, Inc. is now a leading global specialty retailer, a company that distributes its products through its retail stores, online and catalog stores, and a company that operates wholesale and retail operations. franchising. However, the company recently disclosed its plans to close some of its stores and cut some corporate jobs at some stores. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay New IMC Campaign Gap's "effortless cool" brand identity has diminished in recent years as competing companies have emerged. The market share shrank, which caused the company's sales to decline. The company has fallen behind the market due to competition from numerous competing fast fashion brands such as H&M and Forever21 (“Financial and Strategic Analysis Review,” 2014). The “Dress normal” campaign had no noticeable impact on generating extra revenue. The communication problem the company is having is reaching two different groups of people: Generation X and the millennial generations. For 13 weeks through the end of July last year, the company's total sales fell from $3.9 billion to $3.85 billion, a 1.3% decline in total sales. Gap's geographic breakdown remained broadly similar: Europe contributed 5% of earnings while Asia generated 10%. Canada contributed 7% and the United States made up the lion's share with 77%. The company's broad geographic existence prevents it from taking the risk of developing in a particular economy (Brown, 2014). The objective of this campaign will therefore be to improve total sales by 3% in the first quarter and by 4% in subsequent quarters in the current financial year. Geographically, the lion's share will still be provided by the United States, but Europe's target share is up to 10%, Asia's target is 15%, and Canada goes up to 10%. Target CustomersGap, Inc. operates three different brands for three major demographics: Old Navy for cost-conscious and fashion-conscious teenagers, Gap for young adults, and Banana Republic for wealthier and relatively older customers. The Gap brand is a company that focused its marketing on men and women "between the ages of seventeen and twenty-five." in the middle or upper class (“Target Market”, 2010). After closing 189 stores and a 19% drop in profits, Gap shifted its focus to a new type of consumer (“Gap Struggles,” 2014). This new consumer is an older, simple but elegant, modern shopper looking for moderately priced but good quality clothing and accessories (Klug, 2014). The IMC Message Keep yourself warm and classy! Customer Perception With a strong understanding of consumer preferences and a broad customer reach, Gap Inc has built a strong image for itself in the US apparel market. Although Gap clothing is not considered particularly "trendy" by most shoppers, the brand maintains a "go to place" status for everyday high quality. clothing. Sales shoppers at Gap make up a large percentage of consumers, making up more than half of overall profits in both the online and in-store markets (Rupp, 2014)..