MP woman sits with 42-year-old fashion designer son's corpse for 5 days, praying for his revivalPolice said a milkman went to deliver milk and reported a foul odour and seeping blood, leading to the discovery of the body five days after the man died Updated on: May 26
Think tanning and pigmentation are the same? Experts decode the crucial differences between the twoTanning and pigmentation are often used interchangeably, but there’s quite a difference between the two. Experts decode the difference. Published on: May 26
‘Don’t visit Sikkim if you litter’: Anand Mahindra sparks civic sense debateAnand Mahindra’s X post on littering in Sikkim has gone viral, sparking debate on civic responsibility and tourist behaviour. Updated on: May 26, 2026 4:46 PM IST By Vaishali Kapila Share via Copy link Industrialist
China and Pakistan have reached a "new broad consensus" on deepening strategic ties to beef up development of a joint economic corridor and establish the port of Gwadar as a regional connectivity hub, the neighbours said on Tuesday (May 26, 2026)
Four All India Anna Dravida Munnetra Kazhagam MLAs have resigned from the Tamil Nadu Assembly over two days, with three of them joining the ruling Tamilaga Vettri Kazhagam, The Hindu reported. Three of them, Maragatham Kumaravel, the MLA from Madurantakam
Editorial independence is core to our work. Some links may earn us a commission, without influencing our opinions.Backpacking across Europe? A solo traveller and content creator suggests the perfect packing listA solo traveller shares the smartest Europe backpacking essentials
PM Modi to visit Australia in ‘near future’: Australian foreign minister Penny WongWong said Australian Prime Minister Anthony Albanese had announced that Modi would visit Australia in the “near future”. Updated on: May 26, 2026 4:46 PM IST By HT News Desk Share via Copy link Prime Minister
Woman shows ladoos melting in Delhi heat, says ‘Inki abh barfi banegi’A viral video showing boxes of ladoos turning into a soft mess has left the internet amused, as people react with memes and relatable summer experiences. Updated on: May 26
How Gap is trying to get its cool back
How Gap is trying to get its cool back
How Gap is trying to get its cool back
This marketing blitz is central to the turnaround engineered by Richard Dickson, who took over as chief executive three years ago.
Updated on: Mar 12, 2026 5:23 PM IST The Economist Share via Copy link The archives at Gap Inc’s headquarters in San Francisco are a record of past glory. Campaign shots from the 1990s, taken by star photographers like Annie Leibovitz, show models such as Naomi Campbell and actresses like Demi Moore in the Gap uniform of worn jeans and plain shirts. Lately the retailer has been trying to get some of that cool back. A campaign last year starring Katseye, a Gen-Z girl group, was more music video than ad; young teens soon began copying the moves on TikTok, a short-video app. Representational image. (Mint) This marketing blitz is central to the turnaround engineered by Richard Dickson, who took over as chief executive three years ago. He inherited a mess. Gap—which also owns Old Navy (cut-price), Banana Republic (premium) and Athleta (athleisure)—is one of America’s largest clothing companies. But as fast-fashion labels such as H&M and Zara grew and e-commerce took off, it became known for fusty stores and uninspiring designs. Sales and profits cratered. Shoppers wondered: why go to Gap? Mr Dickson seems to have given them an answer. This month Gap reported its eighth consecutive quarter of growth in same-store sales. Its share price is up by over 125% since he took the helm. Mr Dickson was previously the second-in-charge at Mattel, a toymaker, where he oversaw the hit “Barbie” film and helped revive the brand. He is applying the same formula at Gap. Brands are stories, declares the boss—who, with long curly hair and a string of beads peeking through his shirt, looks like the type of man who could start a cult. “Somewhere along the way”, he says, “the company lost its storytelling and became a retailer that sold stuff.” Gap’s story begins in 1960s San Francisco, when Don and Doris Fisher (whose family still own a big stake in the business) opened a store selling Levi’s jeans and records. Under Mickey Drexler, who took over as chief executive in 1995, the retailer went global and added new brands. Its market capitalisation peaked at $67bn in 1999—almost eight times its value today. From there, it spiralled into irrelevance. Ill-fitting khakis and uninspiring button-downs piled up on discount racks at outlet stores. When a Gap distribution centre burned down in 2016, one analyst called it a blessing in disguise: the stock needed to be cleared somehow. Between Mr Drexler’s departure in 2002 and Mr Dickson’s arrival, Gap cycled through six chief executives. Mr Dickson’s plan for Gap involves more than splashy marketing. He has been fixing up its property portfolio, continuing to close some shops but refurbishing others. Footfall at its remaining stores has risen in five of the past six months, according to Placer.ai, a data provider. Online shoppers—who now account for 40% of sales, up from 30% before the pandemic—are better served, too. One of Mr Dickson’s first acts was to strip the brands’ homepages of discount banners and pop-ups. (”There’s promotion that’s gamification,” he says, “and then there’s promotion that’s desperate.”) AI is being used to manage inventory and speed up delivery. Thanks to automation, some 80% of products now move through Gap warehouses without touching human hands. Those products have become more appealing, too. Gap’s average selling price (the amount paid after discounts) has ticked up, suggesting shoppers are no longer simply hunting for bargains. The company has also sped up production, allowing it to quickly jump on fads (like super-baggy “balloon” jeans). Rather than ordering stock nine months in advance of a season, it now buys fabric early while delaying decisions on dyeing and cutting. At Gap’s namesake label, collaborations with hip labels like Cult Gaia and Dôen have lured in well-heeled customers. It hasn’t hurt that youngsters have become obsessed with throwback 1990s fashion and swung from wearing leggings to jeans. The turnaround is far from complete. Gap remains nowhere near as cool as it was in its 1990s heyday. Old Navy faces stiff competition from discounters like Nordstrom Rack. Athleta is struggling most. It never reached the scale of Lululemon, a rival, which was founded in the same year but makes eight times its sales. Both are now losing business to athleisure upstarts such as Vuori and Alo. Still, there are plenty of opportunities for growth. Mr Dickson has his eyes on higher margin accessories and beauty. UBS, a bank, sees a Gap-shaped opening in the market for $25-$60 handbags—cheaper than Coach, pricier than H&M. Then there is what Mr Dickson calls “fashiontainment”. Old Navy, which is popular with families, has struck deals with Marvel and Formula One that allow the retailer to sell t-shirts and hoodies emblazoned with their logos. But Mr Dickson has bigger plans in mind. What, exactly, remains nebulous. In January he hired a chief entertainment officer from Paramount, a movie-maker, and announced the opening of an office on Sunset Boulevard in Los Angeles. For a retailer recovering from a decades-long slump, that could mean reinvention—or distraction. San Francisco Stay updated with the latest Business News on Petrol Price, Gold Rate, Silver Rates, Diesel Prices along with Income Tax Calculator News / Business / How Gap Is Trying To Get Its Cool Back See LessThe archives at Gap Inc’s headquarters in San Francisco are a record of past glory. Campaign shots from the 1990s, taken by star photographers like Annie Leibovitz, show models such as Naomi Campbell and actresses like Demi Moore in the Gap uniform of worn jeans and plain shirts. Lately the retailer has been trying to get some of that cool back. A campaign last year starring Katseye, a Gen-Z girl group, was more music video than ad; young teens soon began copying the moves on TikTok, a short-video app.
This marketing blitz is central to the turnaround engineered by Richard Dickson, who took over as chief executive three years ago. He inherited a mess. Gap—which also owns Old Navy (cut-price), Banana Republic (premium) and Athleta (athleisure)—is one of America’s largest clothing companies. But as fast-fashion labels such as H&M and Zara grew and e-commerce took off, it became known for fusty stores and uninspiring designs. Sales and profits cratered. Shoppers wondered: why go to Gap?
Mr Dickson seems to have given them an answer. This month Gap reported its eighth consecutive quarter of growth in same-store sales. Its share price is up by over 125% since he took the helm. Mr Dickson was previously the second-in-charge at Mattel, a toymaker, where he oversaw the hit “Barbie” film and helped revive the brand. He is applying the same formula at Gap. Brands are stories, declares the boss—who, with long curly hair and a string of beads peeking through his shirt, looks like the type of man who could start a cult. “Somewhere along the way”, he says, “the company lost its storytelling and became a retailer that sold stuff.”
Gap’s story begins in 1960s San Francisco, when Don and Doris Fisher (whose family still own a big stake in the business) opened a store selling Levi’s jeans and records. Under Mickey Drexler, who took over as chief executive in 1995, the retailer went global and added new brands. Its market capitalisation peaked at $67bn in 1999—almost eight times its value today.
From there, it spiralled into irrelevance. Ill-fitting khakis and uninspiring button-downs piled up on discount racks at outlet stores. When a Gap distribution centre burned down in 2016, one analyst called it a blessing in disguise: the stock needed to be cleared somehow. Between Mr Drexler’s departure in 2002 and Mr Dickson’s arrival, Gap cycled through six chief executives.
Mr Dickson’s plan for Gap involves more than splashy marketing. He has been fixing up its property portfolio, continuing to close some shops but refurbishing others. Footfall at its remaining stores has risen in five of the past six months, according to Placer.ai, a data provider.
Online shoppers—who now account for 40% of sales, up from 30% before the pandemic—are better served, too. One of Mr Dickson’s first acts was to strip the brands’ homepages of discount banners and pop-ups. (”There’s promotion that’s gamification,” he says, “and then there’s promotion that’s desperate.”) AI is being used to manage inventory and speed up delivery. Thanks to automation, some 80% of products now move through Gap warehouses without touching human hands.
Those products have become more appealing, too. Gap’s average selling price (the amount paid after discounts) has ticked up, suggesting shoppers are no longer simply hunting for bargains. The company has also sped up production, allowing it to quickly jump on fads (like super-baggy “balloon” jeans). Rather than ordering stock nine months in advance of a season, it now buys fabric early while delaying decisions on dyeing and cutting. At Gap’s namesake label, collaborations with hip labels like Cult Gaia and Dôen have lured in well-heeled customers. It hasn’t hurt that youngsters have become obsessed with throwback 1990s fashion and swung from wearing leggings to jeans.
The turnaround is far from complete. Gap remains nowhere near as cool as it was in its 1990s heyday. Old Navy faces stiff competition from discounters like Nordstrom Rack. Athleta is struggling most. It never reached the scale of Lululemon, a rival, which was founded in the same year but makes eight times its sales. Both are now losing business to athleisure upstarts such as Vuori and Alo.
Still, there are plenty of opportunities for growth. Mr Dickson has his eyes on higher margin accessories and beauty. UBS, a bank, sees a Gap-shaped opening in the market for $25-$60 handbags—cheaper than Coach, pricier than H&M.
Then there is what Mr Dickson calls “fashiontainment”. Old Navy, which is popular with families, has struck deals with Marvel and Formula One that allow the retailer to sell t-shirts and hoodies emblazoned with their logos. But Mr Dickson has bigger plans in mind. What, exactly, remains nebulous. In January he hired a chief entertainment officer from Paramount, a movie-maker, and announced the opening of an office on Sunset Boulevard in Los Angeles. For a retailer recovering from a decades-long slump, that could mean reinvention—or distraction.
Source: HindustanTimes
Related Posts: CBSE Class 11 How The New Income Tax Bill 2025 Impact Your Finances Sheikh Hasina's In Absentia Trial Explained Independence Day 2025 Siri’s Big Upgrade 3-Month CAT 2025 Preparation Plan YouTube Now Offers AI-Powered Search Feature For More Users But Not In India Looking For An Education Loan Bank Of Maharashtra Is Hiring For 500 Generalist Officer Posts
Martha Mitchell was a flamboyant Washington DC socialite whose husband was embroiled in the Watergate scandal. Her shocking claims of a violent abduction and a "dirty business" were ridiculed as delusional – until they turned out to be true. Martha Mitchell was a character; everyone agreed on
57 minutes ago
From the academic year 2026–27, bilingual classes will be introduced in all government schools across 15 districts of the state. While the government had earlier announced that English would be introduced in LKG classes, a fresh directive now states that an Urdu-English bilingual medium will also
59 minutes ago
Trading scalpel for golf irons: Indian-origin golfer Manav Shah’s stirring journey to US OpenTrading scalpel for golf irons: Indian-origin golfer Manav Shah’s stirring journey to US Open Updated on: May 26, 2026 4:14 PM IST PTI Share via Copy link New Delhi
59 minutes ago
Pakistan’s Defence Minister Khawaja Asif has said that he was not in favour of Islamabad joining the Abraham Accords to normalise relations with Israel. Also read | Pakistan deploys jet squadron, thousands of troops to Saudi Arabia amid escalating Iran war tensionsPakistan’s Defence Minister
57 minutes ago
AIADMK MLA Esakki Subaya submitted his resignation today. He is the fourth MLA from the party to resign in two days. Subaya supported former ministers C Ve Shanmugam and S P Velumani. Three other AIADMK MLAs also resigned yesterday. They are expected to get tickets for upcoming byelections from the
3 hours ago
Kimi Antonelli extended his lead in the drivers' championship after Mercedes team-mate George Russell retired from the Canadian Grand Prix. Ferrari's Lewis Hamilton finished second and Max Verstappen's Red Bull made up the top three. Russell was successful earlier in the weekend when he converted
3 hours ago
Madhya Pradesh Chief Minister Mohan Yadav on Monday announced financial assistance of Rs 5 lakh each to the families of three persons who died in February 2003 during protests seeking to declare the Bhojshala-Kamal Maula mosque complex in Dhar district as a temple, The Hindu reported
3 hours ago
2026 Honda City facelift on wishlist? Key genuine accessories you can buyThe 2026 Honda City facelift can be accessorised with a plethora of genuine accessories. Published on: May 26, 2026 1:40 PM IST By Mainak Das Share via Copy link Limited Time Deals on Popular cars Volvo XC90 ₹ 97
3 hours ago
Lawyer seeks to register Cockroach Janta Party separately from US-based founderSudhir Jakhar, the lawyer calling himself the party’s national convener, submitted the application to the ECI secretary Updated on: May 26, 2026 1:57 PM IST By Harsh Yadav Share via Copy link A lawyer from Haryana’s
3 hours ago
South Korean seven-piece BTS have won Artist of the Year at the American Music Awards (AMAs) for the second consecutive year, cementing their status as one of the world's biggest bands. The award, considered the ceremony's grand prize, is just the latest crown jewel for the so-called kings of K-pop
3 hours ago
The ET Most Innovative AI Product Awards 2026 recognises the AI Platforms, Infrastructure & Developer Tools category. It highlights the technologies powering the next phase of enterprise AI from platforms and MLOps to observability and developer tools. These innovations are enabling scalable
3 hours ago
Vedant Shrivastava posts correct CBSE answer sheet, alleges marks slashed for right answerClass 12 student Vedant Shrivastava has received his correct answer sheets after CBSE admitted to a mix-up with his Physics paper. Updated on: May 26, 2026 1:13 PM IST By Sanya Jain Share via Copy link Class
3 hours ago
Assam Chief Minister Himanta Biswa Sarma announced plans to boost the state's economy to Rs 10 lakh crore by 2028. He stated the tabling of the Uniform Civil Code bill demonstrates the government's dedication to the rights of minority women. Sarma also noted the election results reflected public
3 hours ago
Air India has rolled out an upgrade to its Maharaja Club loyalty programme, allowing members to earn and redeem Maharaja Points on Air India Express flights covering more than 55 destinations across South Asia, Southeast Asia, and West Asia. The move broadens the scope of the airline group’s
3 hours ago
Hansal Mehta has long been recognised as one of India’s most emotionally observant storytellers. Whether through the raw realism of Shahid, the intimacy of Aligarh, the unsettling tension of Scam 1992 or the deeply human narratives that run across his body of work
3 hours ago
Tech Tonic | Ferrari Luce, Sir Jony Ive, and a subversion of ethosFerrari Luce is trying to tell the carmakers of the world that cars don’t have to feel like driving a tablet. Published on: May 26, 2026 11:43 AM IST By Vishal Mathur Share via Copy link The first car from Sir Jonathan Paul Ive
3 hours ago
SC stays Delhi HC ruling against barring law students over attendance shortageA bench of justices Vikram Nath and Sandeep Mehta passed the interim order while issuing notice on a petition filed by the Bar Council of India (BCI) against the November 2025 judgment of the Delhi HC Published on: May 26
3 hours ago
Hema Malini’s blush pink saree for receiving Dharmendra’s Padma Vibhushan is all about elegance and simplicity. See picsVeteran actor Hema Malini looked graceful in a blush pink saree as she accepted late actor Dharmendra’s Padma Vibhushan at the 2026 ceremony in New Delhi
3 hours ago
Bengaluru traffic police slaps auto driver over accident, viral video sparks outrageMany on social media have tagged Bengaluru Police, urging them to take a look into the matter where a cop allegedly slapped an auto driver. Published on: May 26
3 hours ago
Israeli Finance Minister Bezalel Smotrich on Monday (May 25, 2026) called on Prime Minister Benjamin Netanyahu to resume bombing Beirut in response to increased explosive drone attacks by Hezbollah on Israeli troops and northern Israel towns. Mr
3 hours ago
has reported a net profit of Rs 48.4 crore for FY26, its first full financial year after the completed its with , marking a turnaround from a Rs 216.7 crore loss in the previous year.Total income more than doubled to Rs 1,402.7 crore in FY26 from Rs 603.8 crore in FY25
3 hours ago
Partnership, the firm cofounded by Indian entrepreneurs , Sanjeev Kumar and Ashish Kumar, has launched a dedicated frontier-tech investment platform, (Fundamentum Frontier Advisors), with Rs 3,000 crore to invest in artificial intelligence and deeptech startups.Of this, Rs 2
3 hours ago
The admission process for IGNOU July 2026 session has commenced for Open and Distance Learning (ODL) and online programmes. Interested students can apply by visiting ignouadmission.samarth.edu.in. The Indira Gandhi National Open University has started the admission process for the July 2026
3 hours ago
Editorial independence is core to our work. Some links may earn us a commission, without influencing our opinions.From instant coffee to incredible: The best easy-to-use brewers for a better morningGood coffee at home no longer needs cafe visits, as these coffee machines can handle espresso
3 hours ago
5 crystals to bring luck and financial growthGemstones are tools to connect your goals with your actions and mindset. Here are five crystals that are often linked with luck and financial growth. Updated on: May 26, 2026 1:20 PM IST Edited by Kanakanjali Roy Share via Copy link While crystals are
3 hours ago
The U.S. military said it carried out “self-defence” strikes in southern Iran, including on missile launch sites and boats placing mines, even as President Donald Trump said on social media that negotiations were “proceeding nicely”. The strikes were done “to protect our troops from
3 hours ago
Wall Street is abuzz with next month’s expected blockbuster debut of Elon Musk’s rocket and satellite maker SpaceX, but few of the biggest IPOs in recent years have paid off for investors who bought in when the deals came to market. A Reuters analysis of the 50 IPOs with the highest
3 hours ago
