To remain competitive in the apparel retail industry, Gap tries to attract, develop,
and retain skilled employees, including executives. Gap’s success is dependent on the
continued contributions of key employees. Also, Gap’s ability to develop and evolve its
existing brands is key to its success. It gives Gap an inherent edge over any new
competitor in the market. With the exception of Piperlime, Gap, Inc. employees control
virtually all aspects of brand development, from product design and distribution to
marketing, merchandising and shopping environments. Finally, brand recognition is a
key advantage Gap hold over competitors entering the market. Gap is a global name,
known and respected by customers. Any firm that enters the market is an unknown
entity to consumers.