Has Gap Done The Impossible?

Turnaround Efforts & Strategy - Gap Inc is attempting a turnaround through marketing campaigns and hiring Zac Posen as creative director [2] - The company consolidated SKUs, rationalized styles, and improved quality to build a foundation for a creative renaissance [10] - Gap is renovating approximately 40 of its top stores and improving the online experience [16] - Viral, celebrity-led advertising campaigns are being utilized to attract social media attention [14][15] Financial Performance & Challenges - Gap has closed nearly 2500 stores since 2001 [1] - Gap's sales fell by nearly $3 billion, relying on promotions and discounts [8] - Between 2023 and 2024, Gap Inc's overall sales grew by about 1%, driven by Old Navy [20] - The company is growing that 1% on the highest gross margins in the past 20 years [21] - Potential tariffs could impact the business by $100 million to $150 million, though mitigation efforts are underway [23][24] Brand Performance & Focus - Old Navy has become the powerhouse of Gap Inc, while Gap fell out of favor [8][12] - The turnaround is primarily focused on the Gap brand [18] - Banana Republic and Athleta have faced product acceptance challenges, requiring further work [19]