Business Wars Gap's Revival | Faded Khakis | 1
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Nov 5, 2025 In 2016, a fire at a Gap distribution center symbolized deeper issues within the brand. Once a cultural icon, Gap struggled against fast fashion and disappointing sales. The attempt to revive the brand with Kanye West's partnership turned into chaos, marked by unpredictable tensions and a clashing aesthetic. Despite initial hype, lack of cohesive strategy and corporate disputes led to further decline. As Old Navy faced retrenchment, Gap sought new leadership, hoping for a turnaround with a fresh vision inspired by previous successes.
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Fishkill Fire And The Odd Silver Lining
- A 2016 fire destroyed Gap's Fishkill distribution center and burned tens of thousands of garments.
- An analyst oddly called the inventory loss a silver lining because Gap struggled to sell its stock.
Speed Trumps Scale In Modern Fashion
- Fast-fashion chains like Zara beat Gap by operating like tech companies with rapid feedback loops and small production runs.
- Gap's big, mass orders and centralized approvals made it slow and vulnerable to trend shifts.
When Data Replaces Design
- Art Peck replaced designers with data-driven decision-making and turned Gap into a style follower.
- Relying solely on analytics prevented the company from generating bold, trend-setting products.