According to a recent press release, Gap introduced 100 percent organic cotton T-shirts for men in more than 500 Gap stores in North America. Organic cotton is grown without the use of synthetic pesticides and fertilizers that are harmful to the environment. Gap hopes to introduce other items made with organic cotton in the coming seasons, according to the release.
According to the release, “The shirts were introduced in response to growing customer demand and as a part of the company’s commitment to finding innovative, socially responsible ways to make its products.” In addition, Gap joined the Better Cotton Initiative (BCI) in 2005, which is aimed at promoting more sustainable cotton cultivation practices worldwide, according to the release.
Social responsibility is becoming a necessity for any organization in today’s world. Customers are requiring companies to be more proactive and socially responsible in both the company’s actions and the products and services it offers. Gap has already taken on Product RED, and now seeks to create organic cotton T-shirts in order to benefit both cotton farmers and the environment.
Is it necessary for every business/organization today to be socially responsible? It seems that customers are holding organizations more accountable than ever before for the way products are produced and the effects of production on the environment and society. This makes the work of public relations practitioners that much more important; it will be necessary to uphold the reputation and position of the company in the minds of the publics more than ever before. As the organization’s key publics become more socially aware, so must the organization. What actions will Gap take next in order to maintain the position of a socially responsible organization?
Sunday, March 25, 2007
Monday, March 5, 2007
Gap Inc. shares fall
According to an article in ABC news on March 2, 2007, Gap Inc.’s shares have fallen as much as 4.9 percent. This took place after the company said 2007 would be a transition year, with earnings coming up shorter than Wall Street expectations.
According to the article, interim CEO of Gap Robert Fisher acknowledged that the problems in the company’s management have hindered the success of the company and its ability to bring new, exciting fashion and style to the struggling brands. There has also been some confusion over who Gap’s target market/publics are and the specific demographics of these groups. Gap acknowledged that the previous demographic of 18 to 35 was “too broad and created confusion among designers and consumers” (article). According to the article, Fisher said the company is going to focus on “turning around its underperforming business, attracting new talent and simplifying operations.”
As Gap’s earnings continue to fall, what measures will they take to turn the company and the brand’s image around? Can they change the target demographic and target markets/publics? Will this measure prove to be successful? It is important for a retail company and brand to be clear on the markets they are targeting with their products; these markets must be specific, so programming and objectives for performance can be measurable and definite. How will Gap decide what specific target to market? Will this help to salvage the brands?
According to the article, interim CEO of Gap Robert Fisher acknowledged that the problems in the company’s management have hindered the success of the company and its ability to bring new, exciting fashion and style to the struggling brands. There has also been some confusion over who Gap’s target market/publics are and the specific demographics of these groups. Gap acknowledged that the previous demographic of 18 to 35 was “too broad and created confusion among designers and consumers” (article). According to the article, Fisher said the company is going to focus on “turning around its underperforming business, attracting new talent and simplifying operations.”
As Gap’s earnings continue to fall, what measures will they take to turn the company and the brand’s image around? Can they change the target demographic and target markets/publics? Will this measure prove to be successful? It is important for a retail company and brand to be clear on the markets they are targeting with their products; these markets must be specific, so programming and objectives for performance can be measurable and definite. How will Gap decide what specific target to market? Will this help to salvage the brands?
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