Latest Trends in Retail Industry: A Case Study on GAP

FY028-21S2RE:
Inquiry Based
Learning-21S2RE

EXECUTIVE SUMMARY
The reports describes the latest trends in retail industry, analysis of the organisation by
using two methods as well as recommendation in order to exploit these trends to the
company. The fashion retail industry is affected by several trends such as usage of
digital technology, digital mobile payments and Omni-channel retailing. In addition to
this external environment factors such as demand for sustainability and trade war
between US and china change the fast fashion retail landscape. It is suggested to the
fast fashion retailer GAP that the company invests in digitization, personalization and
improving sustainability to remain competitive and support continuous growth.

Contents
INTRODUCTION...........................................................................................................................4
Company history or background......................................................................................................4
Latest trends in retail industry..........................................................................................................4
Analysis of the organisation.............................................................................................................6
Recommendation.............................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The fast fashion industry is continuously changing to fulfil changing consumer
demand for affordable and stylish fashion goods. For the following report, selected
company is GAP which is an American retailing company founded in 1969. The
following report includes trends in retail industry as well as analysis of the company
using PESTLE analysis and SWOT analysis. It further provides recommendation that
helps in analysing the strategies that makes them more successful in the market.
Research Aim
The aim of this research is to “ To investigate the impact of retail trends on fast
fashion chains. A case study on GAP.”
Research Objective
 To identify latest fast fashion retail trends. A case study in GAP
 To analyse the impact of external and internal environment changes on fast
fashion retailers. A case study on GAP
 To determine solutions for growth of fast fashion retailers in changing fashion
retail industry. A case study on GAP
Research Questions
 What are the latest fast fashion retail trends?
 What is the impact of external and internal environment changes on fast fashion
retailers?
 What are the solutions for growth of fast fashion retailers in changing fashion
retail industry?
Company history or background
The GAP incorporation is a retailer of pair of jeans and founded in 1969 in
America and it open its first store in San Francisco. After many years of its
incorporation, the company is grown with the help of its 7 new brand which includes Old
Navy, Banana republic, Athleta, Gap, Hill city, Janie and Jack as well as Intermix. In
1987, it makes it global expansion by opening its first store in London which was
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