When I see the numerous GAP stores at various shopping malls in Canada and the United States, I think of a clothes paradise for infants, toddlers and children of all ages. Their window advertisements portray each child’s happiness and blissfulness in their freshly new, clean attire.

However, is this a genuine representation? With reference to Gabriela De Sousa’s blog, after searching the streets of New Delhi, undercover investigators found nothing except sweatshops producing clothing for Gap. If every consumer were to understand and experience the hardship and suffering of the exploited children, I believe consumers would encourage government intervention and aim to minimize their purchases from GAP and invest in a substitute good.

GAP’s decision to enforce child labour in their production of clothes causes the corporation to be susceptible to a range of criticisms that risk their brand image in the market place. Although GAP has the potential to mass produce their products at a low cost, there is, without a doubt, consequences GAP must address. GAP’s continuous use of sweatshops forces them to compromise their brand image as their product line is tainted with children’s misery and their search for better working conditions.