有没有人知道美国盖普公司（gap）的品牌战略

Gap Inc. broke the mold earlier this year, offering a universal shopping experience between its legacy brands Gap, Old Navy and Banana Republic and its newest venture, Piperlime, a pureplay shoe shop selling many famous and popular brands. Customers can now shop all 4 properties in one session, with one navigation and one checkout. And with the exception of Piperlime items, using a universal warehouse it all arrives in one box which benefits customers, business and the environment. (Plans are to integrate Piperlime with the universal warehouse).

The goal is to make the whole of what Gap does greater than the sum of its parts.

Some may ask, with such differentiation between the four brands, how in the world did this idea get past the “brand police?”

1. The decision to universalize the shopping experience was customer driven. Focus group customers were asking them to do this. And Gap understands the best brand strategy is to do things that customers lo