GASP was set up in Australia with the intention of becoming a high-class, premium clothes brand for women that wanted to stand out from the crowd by offering off-the-shelf designer clothes. The fashion lines offered were intended to stand out from the rest of the high street retail fashion brands.
The word GASP means to catch one’s breath with an open mouth, owing to astonishment. That was the intent of the brand; to make customers gasp at the line of clothing offered. The customer type was intended to be wealthy, young, fashion-conscious women. At the same time, the brand wanted to come across as confident and exclusive. This marketing concept may have contributed to their downfall as it led some within the company to mistake exclusiveness with arrogance.