How Gap is trying to make a comeback

Turnaround Strategy - Gap needed to improve its financial health before pursuing growth, including store closures and style rationalization [1] - Cost reduction was crucial for business health and set the stage for a creative renaissance [2] - The Gap renaissance included a revamped marketing strategy [2] Marketing and Creative Direction - Viral marketing campaigns featured pop stars and celebrities [3] - Zach Posen was appointed as creative director, primarily leading creative direction for Old Navy [3] - Gap is re-entering the red carpet with a new designer line, Gap Studios [4] Challenges and Risks - Athleta and Banana Republic are underperforming compared to Gap and Old Navy [4] - Tariffs could cost the company an additional $100 million to $150 million [4]