Business Wars Gap's Revival | Better in Navy? | 3
Nov 13, 2025
Jordyn Holman, a New York Times retail reporter, and Aubrey Avery Jr., a veteran retail executive, dive deep into Gap's marketing revival. Holman discusses how Gap is aiming to reconnect with Gen Z through nostalgia and viral ads while exploring the challenges of maintaining cultural relevance. Avery shares insights on Old Navy's explosive growth and the importance of community outreach. They reflect on leadership under Mickey Drexler and Richard Dickson's strategies, emphasizing a return to the brand's roots.
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Cultural Relevance Made Basics Special
- The Gap's cultural relevance once made basics feel essential, tying apparel to music and photography.
- Losing that cultural conversation left the brand interchangeable with many competitors.
Kanye Partnership Sparked Huge Hype
- The Gap announced a partnership with Kanye West in June 2020 and the stock jumped about 40% that day.
- The collaboration ultimately collapsed after Kanye's later controversies undermined the deal.
Brand Revival Through Culture-Led Leadership
- Richard Dixon, ex-Mattel COO, was hired to recapture pop-culture momentum similar to Barbie's revival.
- Early results show increased cultural visibility through viral content and strategic creative hires.