What is the GAP?
To many in the San Francisco, California area, The GAP was more than just another clothing and accessories retailer – it signified a culture. Generally seen as describing the cultural generation gap between the post war generation and the baby boomers, the first store in San Francisco relished this difference when it was founded in 1969.
Fashion and culture insiders noted that The Gap drove the “casualization” of the American wardrobe noting the popularity of Levi’s jeans in an era transitioning and finding its identity. From this distinction, rose a clothing line that grew exponentially leading it to found its 25th store by 1972. By then, the founders Donald and Doris Fisher successfully steered the company from a retailer into a major brand.
By 2013, The GAP’s market capitalization reached $21.07 billion dollars.