Business Wars Gap's Revival | Back in Blue | 2
Nov 12, 2025
In late 2023, Gap's new CEO Richard Dickson tackles the brand's struggles with a mission to transform its culture. He aims to revitalize Gap through quality linen pieces and high-fashion collaborations, enlisting renowned designer Zach Posen. Their viral ad campaigns and a Met Gala debut signal a return to style. However, challenges like tariffs threaten supply chains, and a cultural clash with competitors over denim ads tests their resolve. Will Dickson’s strategic moves win back shoppers' hearts?
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Purpose Restores Brand Identity
- Richard Dixon argues Gap's website and constant promotions erased its brand story and made shopping purely transactional.
- Re-centering on purpose and narrative can create emotion and revive a brand's identity.
Barbie Makeover Became A Blueprint
- Dixon revived Barbie by asking "Why does Barbie exist?" and updating the doll to reflect modern identities and stories.
- That transformation turned Barbie into a cultural juggernaut and a billion-dollar movie phenomenon.
Use Story To Mobilize Change
- Use narrative to create a new reality: stories galvanize employees and customers before spreadsheets do.
- Craft a tangible mission so people will follow the story faster than they follow numbers.