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How clothing giants Gap and Benetton once ruled the fashion high street

By Thomas R Buckley, Lecturer in International Business Strategy, University of Sheffield
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In 1969, Don Fisher was having difficulty finding the right size of Levi’s jeans in traditional clothing stores. His solution was quite radical. Together with his wife Doris, he opened his own store, The Gap, selling a large selection of the product Fisher had found so hard to buy.

A year earlier, across the Atlantic, an Italian family business called Benetton, had opened its first store, entering the mass fashion market with a slightly different approach. Rather than…

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