Mirella
Savee
Buying project final: The final package
overview:
My partner and I created a Fall 2025 buying plan for GAP. I focused on researching the brand, including its identity, target customer, strengths, weaknesses, and the impact of the “Better in Denim” collaboration, while we also analyzed H&M as a key competitor. Using this research, we built a 6‑month buying plan and assortment strategy that aligned with GAP’s seasonal goals. This project taught me how buyers plan within a season and the core responsibilities involved in the buying process.
Team Members:
Ella Lupo
Skills:
Brand Research
Consumer behavior analysis
Competitve Analysis
Data interpertation
Assortment planning
SWOT Evaluation
Who is GAP?
Our first step was gaining a full understanding of GAP including its identity, customer base, and current position in the market. This project took place during the release of the Cats Eye “Better in Denim” campaign, which brought renewed attention and excitement to the brand. We researched GAP’s history, strengths, weaknesses, target market, and consumer behavior to understand what drives the company and how customers interact with it. This foundation helped us make informed decisions throughout the rest of the buying plan.
SWOT Analysis:
We analyzed GAP’s strengths, weaknesses, opportunities, threats, target market, similar brands, consumer behavior, and customer spending to understand the brand’s position. Then we compared all of this to H&M, one of GAP’s main competitors, to see how the two differ and where GAP has room to grow. This research guided the decisions in our buying plan.
Creating the final package:
The final step was creating a 6‑month buying plan and an assortment strategy for GAP. Using all of our research, we planned seasonal sales, markdowns, markup, turnover, and inventory levels, then built an assortment that balanced core basics with trend‑driven pieces. This process helped us understand how buyers plan within a season and make decisions that support both customer demand and brand goals.
key takeaways:
This project taught me how to build a buying plan within a season and helped me understand the core responsibilities of a retail buyer. I learned how to analyze a brand, compare competitors, and use research to support strategic decisions. Working with a partner also strengthened my collaboration skills, especially staying aligned on one vision while combining different strengths.
