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| Topic: |
Business
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| Number of pages / Number of words: |
23 / 6214 |
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When the time passed through, the basic look of GAP became a trend at that time, so many competitors tried to copy their basic look theme. At that time Drexler decided to differentiate the company by adding colour and design, such as low rider jeans to make GAP look more fashionable and attractive, but Drexler make a wrong decision...
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When he lunched this fashionable campaign, their existing customers almost gone, and he also could not capture new customers. After two years of sale drop, in 2002, Drexler decide to bring back the old customers who love basic clothes of GAP. Therefore, he decided to use back to basic campaign that will make GAP back to basic again...
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