| Category | |
|---|---|
| Awareness | 89.0% |
| Popularity | 34.0% |
| Usage | 23.0% |
| Loyalty | 18.0% |
| Buzz | 23.0% |
Fashion online shop brands
Gap brand profile in the U.S.
Almost 90 percent of U.S. online fashion shoppers are aware of the Gap online shop brand. While Gen X and Baby Boomers are familiar with Gap, Millennials are the most frequent online shoppers of the brand. It is also Millennial Gap online shoppers, whose brand loyalty is unmatched. As for life values of Gap’s online customers, being successful is one of the highest priorities.
Brand KPI profile
Mind the Gap, like most U.S. consumers
Gap is being recognized by almost nine out of ten online fashion shoppers in the United States. More than a third of respondents state that they like the brand, and almost a quarter actually buys fashion items from Gap online. 23 percent of respondents also stated that they have seen Gap in social media and in advertising. It is therefore safe to say that Gap as a brand is present in the minds of many U.S. consumers.
Generations
The generational Gap for online fashion stores
A side-by-side comparison shows an interesting divide among Gap's online fashion audience. The San Francisco-based brand is most familiar to Baby Boomer online fashion shoppers. However, it is Generation X who like the online shop brand most, and Millennials who have the highest usage share for it.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 89.0% | 84.0% | 88.0% | 94.0% | 97.0% |
| Popularity | 34.0% | 34.0% | 35.0% | 36.0% | 29.0% |
| Usage | 23.0% | 22.0% | 24.0% | 23.0% | 21.0% |
| Loyalty | 18.0% | 16.0% | 20.0% | 17.0% | 18.0% |
| Buzz | 23.0% | 25.0% | 24.0% | 21.0% | 17.0% |
Life values
The Gap between being successful and a happy relationship
To consumers in the United States, the second most significant aspect in life is a happy relationship. When comparing the top 10 most important life aspects between Gap customers and non-customers in the U.S., different priorities emerge. Among Gap shoppers, 48 percent consider success as one of the most important aspect of life, followed by an honest and respectable life. A happy relationship ranks third among their priorities. While for non-Gap customers, a happy relationship is number one, followed by an honest and respectable life.
Published April 15, 2024
| Category | Total | Gap user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 47.0% | 48.0% |
| A happy relationship | 46.0% | 40.0% | 48.0% |
| To be successful | 40.0% | 48.0% | 38.0% |
| Safety and security | 38.0% | 40.0% | 38.0% |
| Having a good time | 32.0% | 33.0% | 31.0% |
| Making my own decisions | 30.0% | 27.0% | 31.0% |
| Learning new things | 27.0% | 23.0% | 28.0% |
| Traditions | 15.0% | 14.0% | 15.0% |
| Advancing my career | 13.0% | 17.0% | 12.0% |
| Social justice | 12.0% | 11.0% | 12.0% |
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