At Gap, It's Babies, Brunch, and Service

To change the retailer's jeans and T-shirts image, Gary Muto woos tots, older women, and guys reluctant to shed their pants

Step into a Gap store these days and you'll see that the clothing retailer is trying to buff up not just what it sells, but how it sells. With a turnaround that began in late 2002 with improved behind-the-scenes logistics and inventory management, San Francisco-based Gap (GPS ) is now devoting more attention to areas visible to the customer, including marketing and store atmosphere.

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