Since the 1950s, many U.S. companies have made money targeting baby boomers, the generation born between 1946 and 1964. Tailoring products to the tastes of these seventy-six million Americans—and later, their children—helped Gap, Inc., become the largest clothing-store chain in the United States. What started as a single San Francisco shop has grown into a retailing giant with more than four thousand stores around the world. The Gap's casual, well-made clothes—especially khakis, jeans, and T-shirts—have become part of American fashion, worn by people of all ages and from all economic backgrounds.
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