The comeback tour continues
Over the past couple of years, Gap has been executing a turnaround strategy to return its brand to growth.
Its marketing revamp began in 2023 with the arrival of former Mattel exec Richard Dickson as CEO of parent company Gap Inc. Creative director Zac Posen and chief marketing officer Fabiola Torres joined in 2024.
Gap’s advertising blends the classic dance ads of its 1990s and early 2000s heyday with a modern twist. It has partnered with a mix of up-and-coming and established stars, from Troye Sivan to Katseye to Gwyneth Paltrow and her daughter Apple Martin.
Earlier this year, it collaborated with Spice Girls star and fashion designer Victoria Beckham on a collection that sold out rapidly.
Gap’s first quarter comparable sales rose 10% to $796 million, with growth fueled by “culturally relevant storytelling,” per a brand statement. At parent company Gap Inc., comparable sales rose 2% in the quarter.
