Back to Basics, Forward in Fashion: The New Gap Era
- Grace Glowacki
- 12 hours ago
- 2 min read
Gap was a staple brand of the ‘90s, known for producing high-quality basics with a clean aesthetic and ambitious advertising. The brand understood just what consumers wanted and was accessible for all ages. After years of struggling to remain relevant to today’s fashionistas, Gap is making a comeback that could restore its former glory. With a new creative leader, Zac Posen, Gap is reclaiming its place in fashion’s cultural conversation.
Gap was all the rage in the ‘90s due to its unique ability to be attainable for the everyday individual while also being progressive in style. There was a level of trust in the brand and its quality that no other store in the mall could match. They strategically chose certain public figures and celebrities to show the brand’s relevance, with entertaining ads that made the viewer want not just the product, but also the identity that came with it.
As fast fashion became the new norm in the 2000s and 2010s, Gap saw a major shift in the market. People did not want a staple piece of clothing for $50 when they could get a trendy top for $20 at the H&M across the street. Gap’s emphasis on simple, quality designs was not desirable anymore. Gap was not cool anymore.
Zac Posen, who rose to fame by dressing some of our favorite celebrities in the early 2000s, recently made his way into the Gap brand. He stayed true to the classic Gap identity when creating his GapStudio line, which features reimagined classics like sailor pants and denim dresses. This line embodies the quality of the original classic Gap brand, infused with more distinctive, luxury designs and a higher price tag.
Posen brought Gap to the red carpet, dressing stars like Cynthia Erivo, Anne Hathaway, and Da’Vine Joy Randolph. Gap is experiencing a resurgence in cultural relevance, drawing consumer attention back to this classic brand. The only way to bring Gap back into the forefront is to boldly push it there and make it stand out.
These changes have sparked both financial and motivational growth for Gap Inc. In fact, the company recently reported four consecutive quarters of sales growth. While honoring its past, Gap is rebranding itself to carry the success of the ‘90s into the present.
Edited by: May Myanmar Myo Thant
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