GAP Pricing

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The main concept of pricing strategy is to reach various demand of level of customers and their budget. For example, Jean/Denim in women’s collection, is $30 at Old Navy, 70 at GAP and 90 at Banana Republic. The quality, of course, reflects positively to price. Therefore low income and teenager tend to purchase from Old Navy rather than GAP and Banana Republic. But for professional worker or middle income who prefers higher-end apparel, agree to purchase a higher price in Banana Republic store.

Auden Joshua. (October 20, 2012). Pricing/Channels and Integrated Marketing Communication (GAP Inc.). Retrieved from
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