Looking around the floor I see a certain type of male that shops in Gap, somewhat of an older market to that of Topshop or River Island, 30 to 45 years old earning between £20,000 and £35,000 per annum, wanting to look good with minimal effort due to a busy lifestyle revolving around work and family with a relaxed personality. He loves to socialise with friends at the weekends perhaps at the pub or whilst watching sport and spends the rest of his time with family taking them out and enjoying their company. He purchases his basics from Gap and mixes these with brands of higher status such as Diesel, he wants simple modern style without the price tag.
The female customer has a wider range, between 20 and 45 years old earning 10,000 to £45,000 per annum. She may be a student or an office worker that wants a style slightly more grown up, she'll be purchasing clothes that can transcend from work wear to more casual wear, ideal for working to socialising or simply spending time at home. She wants better quality than that of Primark and more sophistication than that of Topshop, she's not looking to buy fashion forward clothes but simply clothes that suit and look good on her, styles that that are classic and last longer than a few seasons.
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