Gap is Gen Z's Most Improved Brand 🏅
From a Dôen collab to Anne Hathaway in Rome to surging UGC and Zac Posen's creative genius, Gap has taken off with Gen Z.
This week on 24/Z we look at how Gap is pulling off one of the biggest comebacks in fashion history. From their recent collabs to leadership changes and surging stock prices, Gap has seemingly taken off in the last 18 months with Gen Z. Why?
📈 New Research
Gap UGC is up 1,564% over the last 18 months with Gen Z (dcdx)
In our latest Gen Z’s Top 50 Fashion Brand Ranking Report, we compared the average engagement on top-performing user-generated content (UGC) from our measurements in Q2 2024 to our previous measurements in Q4 2022. Gap was the #1 most improved brand, up 1,564% on the top-performing UGC over the last 18 months, compared to the next closest Abercrombie & Fitch, up 510%.
Gap’s brand revitalization efforts are paying off (eMarketer)
E-Marketer’s recent coverage of Gap’s latest positive earnings call on May 30, 2024 also highlighted the considerable percentage of Gen Z and Millennial shoppers at Gap, compared to a few other top-performing “youth” brands.
Gap’s Gen Z and Millennial shoppers make up nearly 70% of its total in-store shopper base, according to this Comscore 2023 research.
🎤 Gen Z’s perception of Gap’s rise in popularity
We asked a few of our Gen Z futurehuman partners (Gen Z’ers in our research network) for their thoughts on Gap’s comeback. From recognition of Zac Posen’s impact to the nostalgic and simple reinvention of the brand, Gen Z’ers certainly had some explanations for the brand’s resurgence.
Here are a few of the most interesting responses:
“Their designs and fabrics lowkey became boho-y, vintage-y!! Thats why i see them on my fyp”
The creative… the rebrand… it’s subtle but ELEVATED & also the campaign with Jungle
Zap Posen & 1990s Gap Sweatshirts are back in style
also bc of Zac Posen and his ~mind~
From our Gen Z’s Top 50 Fashion Brands Report, we also analyzed the themes driving conversation for Gap; ie their Brand Profile.
54% of Gap’s UGC from Q2 2024 was driven by Brand Actions, which include Brand Partnerships and Collabs.
🧠 what we’re thinking…
Gap’s resurgence with Gen Z is no coincidence.
Gap seemingly had a foresight that history would repeat itself, as once again 90s fashion trends have risen to the pinnacle of fashion culture. And yet it was not just their ability to stay ahead of cultural trends and shifts - it was also their ability to deploy tasteful partnerships and collaborations to drive cultural relevance.
Gap has proven its ability to become relevant yet again. This time, the question is can they stay relevant?
Can they build consistent relevance over time; ie, can they become Magnetic?
While much improved, they still have a long way to go. More than just successful brand collaborations will be needed to drive their continued growth.
Gap will need to continue to listen to the voices of its audience to stay ahead of cultural trends and transcend the trend cycle by investing in the health of its brand with Gen Z. If they do this, they can build their Brand Magnetism and attract not only Gen Z - but the generations to come.
🗃️ More on Gen Z and Gap
What Gap’s Tyla Reset Says About Virality, Nostalgia and Relevance (Adweek)
A look at how Gap’s new leadership has leveraged music and balanced nostalgia and novelty to drive virality in 2024. Shoutout Derek Thompson’s Hit Makers, one of my favorite books on engineering popularity and virality in an age of distraction.
The Gap Comeback Continues (Fashion Magazine)
After Anne Hathaway was caught wearing a Gap dress in Rome, it became clear: Gap may really be…back. Fashion Magazine breaks down the collaborations, partnerships, and creative genius of Zac Posen that have launched the brand to renewed relevance.
Part of what is making the brand’s renaissance successful seems to be Gap’s willingness to do what it once did best, and what brands like Coach and Tory Burch have done over the past several years: tap into what young people want. They’ve done this by focusing on their bread and butter products — quality essentials — and giving them a cool, youthful twist, much like Hathaway’s deconstructed dress shirt or Randolph’s denim gown. And by aligning themselves with stars, influencers and brands who speak directly to their desired consumer base (we are in the midst of an Anne Hathaway renaissance, after all), Gap is saying “Hey, we’re cool, too.”
Zac Posen Named EVP & Creative Director, Gap Inc. And Chief Creative Officer, Old Navy
More info on Gap naming Zac Posen as EVP & CD.
“Gap Inc. and its brands have shaped American fashion and pop culture for decades and there’s so much potential at Old Navy. I’m eager to join Gap Inc. now as brand reinvigoration kicks up across the portfolio, rooted in great product, experiences, and a new culture of creativity,” Posen said.
Gap’s Look is Finally Back on Point (WSJ)
Gap’s stock is up 171.65% in the last year (as of June 20, 2024). Could it be linked to key hires in their new CEO and CD?
Either way, it’s no Abercrombie, up 406% YoY.
Coincidence the popularity of their UGC is also up 510% in the last 18 months?
If you want to discuss how we can apply learnings from Gap to help your brand stay ahead and stay relevant with Gen Z, feel free to grab some time on our calendar. We’re always happy to chat!!
Until next week - thank you for reading!