Gap’s competitive advantage could not rely solely on
the low prices of Levi’s products. Since then, he has focused
on reducing Gap’s reliance on sales of Levi’s
products. As a result, Levi’s products began to decrease
as a percentage of Gap’s total sales. By 1987, Levi’s
made up less than 50 percent of Gap’s total sales. By
1985, Levi’s sales dropped to 21 percent of Gap’s total
sales, then 14 percent in 1987. Finally, in 1990, Gap
dropped Levi’s altogether and started selling only private-
labeled products.