The Gap, Inc. was started in 1969 by a husband and wife team. Donald and Doris Fisher “the generation gap.” When the store opened it targeted the younger teenage market and only sold Levi jeans. Eight months after opening the first store, the Fisher couple opened another and by 1970 they had six Gap stores. Six years after opening their first store, they went public. The Fisher family still owns about one third of the company. By the 1970 they went into more of an active wear clothing line that attracted a broader section ofthe population. They wanted to attract more than just the teenagers that made upmost of their customer base. By this time, Levi’s make up less than 35% of its sales. In 1983 AnnTaylor’s former president, Mickey Drexler, joined the Gap organization. He changed the Gap to make it get it away from the many different types of clothing that is was carrying. He consolidated the many private labels that the Gap sold and put them under one name, the Gap The Gap was now concentrating on brightly colored clothing made of sturdy cotton. In 1991 the company announced that it would no longer sell the Levi’s brand which only represented about 2% of its sales. The company bought Banana Republicin 1983. Banana Republic is a store that sold safari style clothes. Banana Republic was a profitable store at first but then the novelty wore off and sales of clothing including more expensiveitems made out of leather. By 1990, Banana Republic was once again and still continues to be the most profitable of the different Gap stores. In 1985 the Gap opened its first Gap kids stores, which carried exclusively clothing f ...