Gap is doing things much differently today than a year ago. The jury is still out, though, on whether the new strategy will spur sales. ADS: Instead of uniform marketing (“everyone in leather”), Gap now tailors ads to the different buying habits of men and women. DESIGN:What used to be done on gut instinct is now based more on research, including focus groups and staff surveys.PRODUCTS: Having struck out with a wide range of color and style choices, Gap is zeroing in on fewer but more segmented offerings. LEADERSHIP: Micromanagement by former CEO Drexler has been replaced by new boss Pressler's hands-off leadership. By planning and going by their research Gap Inc. is hoping to have more sales.
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