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No. 0339

Published 28 August 2026

Gap's culture-led bet delivers 9% growth while the parent company declines

Why it matters

Gap posted 9% net sales growth on celebrity and culture-driven advertising while its parent group fell overall and Old Navy dropped 4%. It is one of the rare cases where a creator-led approach carries a hard commercial number at brand rather than campaign level. Worth citing, provided the caveat travels with it: one brand, one quarter, and no isolation of the creative from pricing, product and assortment.