Has Gap Done The Impossible?

Defining fashion for decades, Gap reached nearly 3,000 stores worldwide by 2001. But for the decades that followed, the apparel retailer lost its brand identity, closing hundreds of stores and experiencing declining sales. Now, revitalized marketing efforts from CEO Richard Dickson, coupled with new creative direction from fashion designer Zac Posen has brought the brand back into the cultural relevance. Watch the video to learn about whether Gap can sustain this momentum and what challenges may threaten its comeback story.

Chapters:
0:00 Introduction
1:30 Chapter 1: Cleanup
4:00 Chapter 2: Becoming “cool” again
6:45 Chapter 3: Keeping the momentum

Produced and Shot by: Ryan Baker
Edited by: Darren Geeter
Animation by: Jason Reginato, Emily Park, Mallory Brangan
Senior Managing Producer: Tala Hadavi
Additional Footage: Getty Images, Gap Inc.

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Has Gap Done The Impossible?

Post from CNBC on June 14, 2025

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