How Gap Is Making A Comeback

Defining fashion for decades, Gap reached nearly 3,000 stores worldwide by 2001. But for the decades that followed, the apparel retailer lost its brand identity, closing hundreds of stores and experiencing declining sales. Now, revitalized marketing efforts from CEO Richard Dickson, coupled with new creative direction from fashion designer Zac Posen has brought the brand back into the cultural relevance. Watch the video to learn about whether Gap can sustain this momentum and what challenges may threaten its comeback story. Chapters: 0:00 Introduction 1:30 Chapter 1: Cleanup 4:00 Chapter 2: Becoming “cool” again 6:45 Chapter 3: Keeping the momentum Produced and Shot by: Ryan Baker Edited by: Darren Geeter Animation by: Jason Reginato, Emily Park, Mallory Brangan Senior Managing Producer: Tala Hadavi Additional Footage: Getty Images, Gap Inc. » Subscribe to CNBC: https://cnb.cx/SubscribeCNBC » Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision » Watch CNBC on the go with CNBC+: https://www.cnbc.com/WatchCNBCPlus About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Do you want to buy a home but don’t know where to begin? Take CNBC’s new online course How to Buy Your First Home. Register today and use coupon code EARLYBIRD for an introductory discount of 30% off $97 (+taxes and fees) through July 15, 2025: https://cnb.cx/3STNNhr Connect with CNBC News Online Get the latest news: https://www.cnbc.com/ Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC Follow CNBC on Threads: https://cnb.cx/threads Follow CNBC News on X: https://cnb.cx/FollowCNBC Follow CNBC on WhatsApp: https://cnb.cx/WhatsAppCNBC #CNBC How Gap Is Making A Comeback