Retail experience: gap

The Ask

Reimagine the retail experience of a well-known but stale brand. 

The problem

The Gap positioned itself as a cultural icon from the start. In its 70s heyday, shopping for basics was a fun, interactive retail experience to attract college students. Eventually, The Gap also became synonymous with an indisputable, classic style of the 90s.

But Gap has had some serious trouble in recent years from a sales perspective, struggling to keep up with the inescapable (and disposable) pace of fast fashion. And while today's customers are still in love with the Gap brand, (and many have rallied around preserving it)… they don’t like the clothes, and they don’t like the experience.

We need Gap to stand for something again & we need to tap into its original roots.

The strategy

Fewer clothes for a richer life. 

The Solution

By capturing the momentum in the rise of tiny house movements, capsule wardrobing, and "The Life-Changing Magic of Tidying Up," Gap can tap into its counterculture roots and push against the disposability of fast fashion. 

The validation

You may think this just means Gap will sell fewer clothes and make less money, but that's simply not the case. We’re taking market share from H&M, Macy’s, F21, and building a loyal following. Right now, no one has a reason to go to the Gap, and it’s showing in its sales. We expect to make Gap meaningful again amongst the clutter of fast fashion brands, and we expect our audience to be more loyal. Which means that we need to revamp the entire retail experience.


The team: Danielle Young (Brand Manager); Erik Osburn (Strategist); Logan Kornhauser (Art Director); Sarah Westerfield (Copywriter); Carl Joseph (Experience Designer)