Partner Content
At Gap, How Community Culture Powers Creative Output
BoF sits down with Gap’s VP global creative director Len Peltier to hear how the apparel company uses its creative campaigns to represent and engage its community.
Gap
Gap is an American apparel retail company. Founded in 1969 in San Francisco, Gap is owned by parent company Gap Inc., which also operates Old Navy, Banana Republic and Athleta.
Partner content by Gap
Gap is one of the world's most iconic apparel and accessories brands anchored in optimistic, casual, American style. Founded in San Francisco in 1969, the brand's collections continue to build the foundation of modern wardrobes - all things denim, tees, button-downs, and khakis, along with must-have trends. Gap is designed to build the foundation of modern wardrobes through every stage of life with apparel and accessories for adult men and women under the Gap name, in addition to GapKids, babyGap, GapMaternity, GapBody, and GapFit collections.
Beginning in 1987 with the opening of the first store outside North America in London, Gap continues to connect with customers around the world through specialty stores, online, and franchise stores. In addition, we bring the brand to value-conscious customers, with exclusively designed collections for Gap Outlet and Gap Factory stores and websites.
Company Snapshot
TYPEPublic
ESTABLISHED1969
HEADQUARTERSUnited States
EMPLOYEES> 10,000
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Gap Senior Planner, Omni Merchandise Planning, GS
New York, New York, United States
Gap VM Sample Coordinator, Gap Brand
New York, New York, United States
Gap Senior Planner, Omni Merchandise Planning
New York, New York, United States
Highlights
Why Gap Is Going Premium 
This Week, Gap Proves Its Staying Power
The Gap Comeback That’s Actually WorkingOTHER LINKS
Gap x Sandy Liang
Gap Inc.
Gap’s viral Katseye collab breaks engagement records
SF Chronicle
Gap’s Katseye campaign generated 20 million views in 3 days
Modern Retail
Gap Is on the Verge of a Renaissance
Bazaar
GapStudio: A bold new addition to Gap designed by Zac Posen
GMA
Parker Posey Dances in Style in New Gap Campaign
Variety
Gap x HFR Collab
SF Chronicle
Projects
Latest News & Analysis
Retail
Gap’s Turnaround Now Hinges on Old Navy
Gap’s cultural resurgence is translating into double-digit sales growth. But sustaining the parent company’s momentum will depend on reviving its much larger Old Navy business, with a new chief executive at the helm.
Gap’s Turnaround Now Hinges on Old Navy
Gap’s cultural resurgence is translating into double-digit sales growth. But sustaining the parent company’s momentum will depend on reviving its much larger Old Navy business, with a new chief executive at the helm.
Retail
Mall Brands Take the Stage as Abercrombie and Gap Report Earnings
Financial updates from the two retailers will show how well recent momentum is holding up as the mid-market apparel sector heads into the back-to-school season.
Mall Brands Take the Stage as Abercrombie and Gap Report Earnings
Financial updates from the two retailers will show how well recent momentum is holding up as the mid-market apparel sector heads into the back-to-school season.
Retail
The Debrief | Why Everyone’s Reading Clothing Labels Again
As shoppers swap “sustainable” for “healthy,” BoF senior editorial associate Shayeza Walid joins senior correspondent Sheena Butler-Young to unpack why fabric content has become fashion’s newest flashpoint — and why Gap just found out the hard way.
The Debrief | Why Everyone’s Reading Clothing Labels Again
As shoppers swap “sustainable” for “healthy,” BoF senior editorial associate Shayeza Walid joins senior correspondent Sheena Butler-Young to unpack why fabric content has become fashion’s newest flashpoint — and why Gap just found out the hard way.
Beauty
Gap Looks to Nostalgia to Sell a Modern Perfume
With its forthcoming reboot of classic 1990s scents like Grass and Om, the American retail giant is hoping to re-enter beauty with a contemporary twist on its old playbook.
Gap Looks to Nostalgia to Sell a Modern Perfume
With its forthcoming reboot of classic 1990s scents like Grass and Om, the American retail giant is hoping to re-enter beauty with a contemporary twist on its old playbook.
Marketing
Why Hollywood Executives Are Fashion’s New Power Hire
As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.
Why Hollywood Executives Are Fashion’s New Power Hire
As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.
Partner Content
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
Media
The Loudest Met Gala Yet
A new gallery space, a record $42 million in funds raised and the return of Beyoncé contributed to the increased visibility of this year’s event. But much of the uptick in attention came from the backlash against sponsors Jeff and Lauren Sánchez Bezos.
The Loudest Met Gala Yet
A new gallery space, a record $42 million in funds raised and the return of Beyoncé contributed to the increased visibility of this year’s event. But much of the uptick in attention came from the backlash against sponsors Jeff and Lauren Sánchez Bezos.
Global Markets
Global Brands See Revival in China as Retail Nationalism Cools
Mid-market global brands like Gap, Zara, and Uniqlo are successfully winning back Chinese consumers who previously favoured domestic labels.
Global Brands See Revival in China as Retail Nationalism Cools
Mid-market global brands like Gap, Zara, and Uniqlo are successfully winning back Chinese consumers who previously favoured domestic labels.
Marketing
Can Gap Keep Up Its Hot Streak?
Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.
Can Gap Keep Up Its Hot Streak?
Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.
Beauty
The New Playbook for Winning Gen Z Beauty Shoppers
Gen Z is turning beauty into a social sport, blending AI, ingredient obsession and a preference for in-store shopping. But only brands with real credibility and community cachet will convert curiosity into lasting loyalty.
The New Playbook for Winning Gen Z Beauty Shoppers
Gen Z is turning beauty into a social sport, blending AI, ingredient obsession and a preference for in-store shopping. But only brands with real credibility and community cachet will convert curiosity into lasting loyalty.