The Gap originally targeted the you

The Gap originally targeted the younger generation when it opened, with its name referring to the generation gap of the time.[37] It originally sold everything that Levi Strauss & Co made in every style, size, and, color, and organized the stock by size. The Gap was the first of many shops that carried only Levi's, which led to a worldwide shortage of Indigo denim.[citation needed] The Gap eventually started making their own jeans and selling them at the expense of jeans from Levi's.[38] Gap's current marketing works to appeal to a broad demographic of customers, whereas Banana Republic presents a sophisticated image and Old Navy focuses "fun, fashion, and value" for families and younger customers. While the company has been criticized for blandness and uniformity in its selling environments, it maintains that it tailors its stores "to appeal to unique markets" by developing multiple formats and designs.[39] The domain www.gap.com attracts over 18 million visitors annually, according to a 2008 Compete.com survey.[40] The brand is being criticized in the UK because the merchandise that is offered to the UK customers cost double the prices (or even a direct $/£ swap) found in the United States. Gap also does not offer XXL or larger sizes in the UK stating the UK market does not require them in contrast to market leader NEXT who offer a variety of larger sizes in the UK.