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Environmental Scan: The Gap and Urban Outfitters
An environmental scan refers to the process of carefully monitoring both the internal and external environments of a particular company to determine if there are an nascent signs of threats or opportunities which might impact its present or future plans or intentions.
For example, if one were to examine the retailer Gap, Inc., this is a company which has undergone a great deal of stress and challenges in the last fifteen years. The 1990s was the company's heyday, when it was at the height of its popularity. This was when the company was able to garner strong success in all their stores, capitalizing on the 90s culture of simple designs and grunge appeal. The next 15 years showed a tremendous amount of challenge to the company, largely through external and internal threats. Consider the external threats: massively successful companies like H&M and Forever 21 were able to offer more current and more daring fashions for a fraction of the price. For instance, H&M has used the last decade to expand aggressively in the United States, and while this aggressive expansion has slowed earnings to a certain extent, the firm continues to outpace Gap, Inc. (Bogenrief, 2013). Thus, this external threat is compounded by the internal issues which impact the company. "Instead of retrenching, innovating, and economizing operations and designs...
And, despite the recent few years' positive proof the strategy's working, it's driving the company into a sartorial corner" (Bogenrief, 2013). Thus, this means that in terms of stability, Gap relies most heavily on Old Navy, it's most low-priced brand, and the one that is able to provide it with the highest level of stability and international growth (Bogenrief, 2013). This is largely because this brand is better able to compete with the "fast fashion" of the biggest rivals to Gap, such as Forever 21 and H&M. This also explains how the higher priced internal environment of Banana Republic has been suffering just so much in profits. This largely suggests that the external environment of consumer trends have been gravitating towards lower priced items of apparel. This means that Gap has been wise to push Old Navy forward, but this is generally a short-term strategy. There's essentially no clarity as to how Gap and Banana Republic will survive in the long-term, and what their fate is.
Another retailer which…
References
Bogenrief, M. (2013, March 9). Why gap is in more trouble than you think . Retrieved
from http://www.businessinsider.com/why-gap-inc-is-in-more-trouble-than-we- think-2013-3
Trefis, T. (2014, March 12). Anthropologie & free people propel urban outfitters despite a slump in namesake brand. Retrieved from http://www.forbes.com/sites/greatspeculations/2014/03/12/anthropologie-free-people-propel-urban-outfitters-despite-a-slump-in-namesake-brand/
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