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.
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.
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.
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 Fashion Jobs Where AI Shines, and Where It Struggles
Companies have raced to put large language models to use for jobs from generating images to writing code, but to get the best use of this innovative form of AI, they need to know its limits and how to navigate around them.
What It Takes for a Fashion Campaign to Break Through Now
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
Summer Fridays Struck Gold With Lip Balm. Can It Do the Same With Fragrance?
With its Lip Butter Balm still a top hero product, Marianna Hewitt and Lauren Ireland’s Summer Fridays expands as it evolves into a multi-category beauty brand.
How to Sell the Same Lipstick Twice
Resurrecting hero products can be a lucrative beauty strategy — but change the formula too much, and risk a crash-and-burn.
The Best of BoF 2025: An Omnichannel World
As retailers big and small fight on the global stage for share of the beauty market, brands are increasingly spreading themselves across channels — e-commerce, live selling and even AI platforms — to better meet customers where they are.
Exclusive: Gap Taps Beauty Label Summer Fridays for Collaboration
For the first time, the retailer is partnering with a beauty brand for an apparel collaboration, as it prepares to launch fragrance next year.
Amnesty Says Fashion Benefits From Worker Repression
The human-rights organisation’s first-ever examination of the global garment industry alleged that major brands have been complicit in widespread anti-union abuse across their South Asian supply chains.