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Gap, Inc. (GPS) By Bob Fredeen (TMF Bobdog) First Quarter Update Released: 5/26 Date Summary 5/26/00 After Rough First Quarter, Gap Plans to Get Back to Basics 3/20/00 How Does the Khaki King Stack Up? Everybody knows The Gap (NYSE: GPS) from its commercials and print ads. Simple white backgrounds, young models in casual clothes, singing, dancing, and showing how great life is in Gap clothes. Then there are the "morphing" colorful dancers and skaters in the holiday colors line and the blue Gap signs on the fences of baseball parks (posted in the "gaps" between outfielders, natch). And the Gap stores are only the beginning. The company has 2,900 stores worldwide, including its value-oriented Old Navy brand and the higher-end Banana Republic stores. Most important for the Gap, it has a management that understands its brand names and knows what the company stands for: simplicity. Analyst Bob Fredeen tracks the khaki king in at least four reports a year.

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