Big Take Gap's Quest to Stay Cool Just Hit Its Latest Roadblock: Tariffs
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Jun 26, 2025 In this discussion, Amanda Mull, a Bloomberg reporter who closely tracks the highs and lows of Gap, shares insights into the brand's rollercoaster journey. She dives into Gap's attempts to reclaim its cool status in 2025, boosted by a campaign featuring Parker Posey. However, the excitement is overshadowed by President Trump's new tariffs, posing significant challenges. Mull also highlights the emotional ties consumers have with the brand and the strategic shifts necessary to navigate the changing retail landscape.
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Gap's Early Cultural Roots
- Gap started in 1969 targeting San Francisco's counterculture youth with Levi's and records.
- The brand flourished by blending cultural relevance with basic apparel starting in the 80s under CEO Mickey Drexler.
Drexler's Cultural Marketing Genius
- Mickey Drexler made Gap cool by focusing on great basics infused with cultural relevance.
- The company recruited high-profile artists and photographers for compelling, relatable marketing.
Old Navy Saved Gap's Relevance
- Old Navy was launched to capture lower-priced customers without losing sales to competitors.
- It helped Gap stay relevant as the original brand shrank amid competitiveness.