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Gap’s bet that customers want their jeans to act like Spanx is paying off

Marc Bain
Gap’s bet that customers want their jeans to act like Spanx is paying off

Gap is, at its core, a denim company. It opened its first shop in San Francisco 48 years ago for a simple reason: Don Fisher, who cofounded the brand with his wife Doris, couldn’t find jeans that fit. “The right fit since 1969,” Gap declares on its site. Gap Inc. is now a global multi-brand…