Gap revived its brand identity. Here's what investors are keeping an eye on next

Core Viewpoint - Gap is experiencing a resurgence with a reported 5% same-store sales growth for its fiscal first quarter of 2025, marking the sixth consecutive quarter of growth [1] Group 1: Company Performance - Gap closed approximately 2,000 stores and saw annual sales decline by about $3.5 billion from fiscal 2001 to 2021 [1] - In fiscal 2024, Gap's overall sales grew by 1%, primarily driven by Old Navy, which accounts for over half of Gap's revenue [4] - The company has improved its profitability, achieving growth on the highest gross margins in the past 20 years [4] Group 2: Leadership and Strategy - CEO Richard Dickson, who previously revived the Barbie brand at Mattel, took over in 2023 and hired fashion designer Zac Posen as creative director [2] - Posen has contributed to Gap's cultural relevance by dressing celebrities for high-profile events, although his main focus is on Old Navy [3] - Gap has undertaken significant restructuring, including store closures and layoffs, to clean up its balance sheet and set a foundation for future growth [5][6] Group 3: Challenges and Market Conditions - Despite beating Wall Street's earnings expectations, Gap's stock fell 15% due to concerns over U.S. tariff policies, which could cost the company between $100 million and $150 million [7] - Banana Republic and Athleta are not experiencing the same level of same-store sales growth as Gap and Old Navy, indicating ongoing challenges for these brands [6]