The Gap 2011 Annual Report Download - page 84

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• Direct – The Direct reportable segment includes the results for our online brands, both domestic and
international.
The accounting policies for each of our operating segments are the same as those described in Note 1 of Notes to
Consolidated Financial Statements.
Net sales by brand, region, and reportable segment are as follows:
($ in millions)
Fiscal 2011 Gap Old Navy Banana
Republic Franchise and
Wholesale (3) Piperlime
and Athleta Total Percentage
of Net Sales
U.S.(1) ............................ $3,231 $4,644 $2,060 $ — $ — $ 9,935 68%
Canada ........................... 333 392 193 — — 918 6
Europe............................ 702 — 54 69 — 825 6
Asia .............................. 966 — 131 79 — 1,176 8
Otherregions ..................... — — — 135 — 135 1
Total Stores reportable segment ..... 5,232 5,036 2,438 283 — 12,989 89
Direct reportable segment (2) ....... 433 638 188 — 301 1,560 11
Total ............................. $5,665 $5,674 $2,626 $283 $301 $14,549 100%
Salesgrowth(decline) .............. (1)% (4)% 2% 45% 22% (1)%
($ in millions)
Fiscal 2010 Gap Old Navy Banana
Republic Franchise and
Wholesale (3) Piperlime
and Athleta Total Percentage
of Net Sales
U.S.(1) ............................ $3,454 $4,945 $2,084 $ — $ — $10,483 71%
Canada ........................... 341 427 190 — — 958 7
Europe............................ 703 — 36 47 — 786 5
Asia .............................. 872 — 118 59 — 1,049 7
Otherregions ..................... ——— 89 — 891
Total Stores reportable segment ..... 5,370 5,372 2,428 195 — 13,365 91
Direct reportable segment (2) ....... 365 533 155 — 246 1,299 9
Total ............................. $5,735 $5,905 $2,583 $195 $246 $14,664 100%
Salesgrowth ...................... 2% 2% 5% 38% 32% 3%
($ in millions)
Fiscal 2009 Gap Old Navy Banana
Republic Franchise and
Wholesale (3) Piperlime
and Athleta Total Percentage
of Net Sales
U.S.(1) ............................ $3,508 $4,949 $2,034 $ — $ — $10,491 74%
Canada ........................... 312 386 162 — — 860 6
Europe............................ 683 — 24 36 — 743 5
Asia .............................. 774 — 106 48 — 928 7
Otherregions ..................... ——— 57 — 57—
Total Stores reportable segment ..... 5,277 5,335 2,326 141 — 13,079 92
Direct reportable segment (2) ....... 324 473 134 — 187 1,118 8
Total ............................. $5,601 $5,808 $2,460 $141 $187 $14,197 100%
Salesgrowth(decline) .............. (6)% 2% (7)% (5)% 143% (2)%
(1) U.S. includes the United States and Puerto Rico.
(2) In July 2010, we began selling products online to customers in select countries outside the U.S. using a U.S.-based third party that provides
logistics and fulfillment services. In August 2010, we began selling products online to customers in select countries outside the U.S. utilizing
our own logistics and fulfillment capabilities. Online sales shipped from distribution centers located outside the U.S. were $127 million ($89
million for Canada and $38 million for Europe) and $42 million ($30 million for Canada and $12 million for Europe) in fiscal 2011 and 2010,
respectively. For fiscal 2009, there were no amounts related to online sales shipped from distribution centers located outside the U.S.
(3) Franchise and wholesale sales were $283 million ($247 million for Gap and $36 million for Banana Republic), $195 million ($171 million for
Gap and $24 million for Banana Republic), and $141 million ($121 million for Gap and $20 million for Banana Republic) in fiscal 2011, 2010,
and 2009, respectively.
70 Gap Inc. Form 10-K