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The Banana Republic stores try to convey a more sophisticated image for an upscale customer seeking modern, accessible luxury, whereas Gap stores appeal to a broader demographic of customers. The Old Navy chain is designed to appeal to families and younger customers by emphasizing fun, fashion, and value through a store experience that aims to deliver energy and excitement. Although Gap, Inc., along with other retail-store chains, has been criticized for blandness and uniformity in its selling environments, the company maintains that it tailors its stores to appeal to unique markets by developing multiple formats and designs.When Gap was founded in 1969, its targeted customers were younger generations (hence the name of the store, which refers to the generation gap of the time. Gap's hottest seller at the time was its basic look, which consisted of its signature blue jeans and white cotton t-shirts. Its founders realized that jeans were becoming popular among the younger generation of customers. Nevertheless, the company recognized that despite its popularity among the youth, there were not enough assortments of jeans in the clothing outlets. Capitalizing on this deficit was merely the next step in expanding. Gap's founders were sure that jeans could be sold through a chain of small stores devoted solely to that product. As this business idea became successful, Gap expanded its offerings and now Gap offers a range of clothing for men, women, and children. As Gap's business began to boom, it also began to expand and send its manufacturing jobs abroad. Gap, Inc. added two new entities to its company, Banana Republic and Old Navy.Gap also owns an online shoe store called Piperlime, selling shoes for all ages.  

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