From Falling Short to Filling the GAP
Written by Greta Felton
When I think of the seasons changing, it always brings me back to my childhood. The special memories tied to a certain time of year, the unique activities I got to take part in and of course, the new clothes purchased to dress my growing self. More specifically, a navy, trash bag–like tote branded with GAP, full of what I thought were the most stylish clothes one could own.
Gap practically sponsored my wardrobe with patterned capris and matching T-shirts that said things like “If friends were flowers, I’d pick you” or embroidered overalls I’d pair with a yellow striped shirt.
But as I grew older, my interest in Gap faded, and it became apparent I wasn’t the only one. The store in my local outdoor mall began to feel empty, almost forgotten about, a physical reflection of the brand’s broader decline.
Across the U.S., Gap struggled through the mid-2010s, with sales dropping and hundreds of store closures following. A reliance on heavy discounting only diluted the brand further, making it feel less like a staple and more like an afterthought. As many customers pointed out, the brand was lacking identity. A failed logo redesign that was scrapped after just six days highlighted this disconnect.
Gap no longer seemed to understand its customer or its place in the market. Compared to fast-fashion competitors like Zara and H&M, it felt slow, outdated and out of touch with emerging trends.
For years, Gap existed in this in-between space, no longer culturally relevant, but not entirely gone either. That was until a recent shift began to bring it back into focus
With the hire of CEO Richard Dickson in 2023, followed by new creative director Zac Posen in early 2024, the company found its footing again. This didn’t mean drastic new clothing innovations or a complete push toward modernity, but rather a return to who they once were; a renewed focus on denim and khaki.
Most notably, the “Better in Denim” campaign with Katseye featured the global girl group dancing to the early 2000s hit “Milkshake” by Kelis, highlighting both the group’s individuality and the versatility of Gap’s denim. The campaign contributed to a 7% surge in comparable sales, marking one of Gap’s best quarters since 2017. It reached 500 million views and 8 billion impressions.
Now, Gap is the place I go to for everyday basics because the price is so attainable and the quality is reliable. Instead of viewing it as the store I went to as a child, it has now flipped into a dependable brand that has stood the test of time.
Current spring highlights feature a linen collection, vacation and spring styles as well as their staple denims and cotton everyday basics. Although I am saddened to say the trash bag checkout bags are nowhere to be seen…
Edited by Jordyn Salahiddine-Rose
