Revitalizing Gap's Brand Identity

This chapter examines the challenges that Gap Inc. faced after the new CEO's appointment in 2023, particularly the decline in relevance of its legacy portfolio. It emphasizes the necessity for the brand to reconnect with consumers through storytelling and a return to its roots, dating back to its founding in 1969. The discussion also highlights the introduction of creative director Zach Posen as a key step towards innovative brand revitalization and the importance of aligning fashion with cultural narratives.