Gap Inc. has had it issues in recent years with its various divisions but one area that has performed remarkably well, even in the recent economic upheaval, has been the company's ecommerce business.
According to a report on the Internet Retailer website, Gap's four e-commerce sites: BananaRepublic.com, Gap.com, OldNavy.com and Piperlime.com, will generate roughly $1 billion in sales for 2008. That's a 10.7 percent increase over 2007.
Gap Inc. is looking to grow its online business in 2009 with the addition of the Athleta women's active apparel brand and a marketing push in Canada and the U.K.
It recently redesigned its websites to provide tabs for consumers to shop across Gap Inc. properties.
"We pushed the envelope,” Toby Lenk, president of Gap Inc. Direct, recently told investors. "Brands usually don't like to live with other brands -- it's sort of unnatural."
According to Mr. Lenk, many of the company's customers shop across its various banners making it the right move for Gap Inc.
Discussion Questions: What do you think of Gap Inc.'s strategy of offering shoppers access to all its brands on each of its divisions' individual websites? How will this approach affect sales at the individual banners operated by Gap Inc.?