What: Zac Posen is leading a creative transformation at Gap, aiming to revitalise the brand with innovative designs and strategic cultural engagements.

Why it is important: Posen's efforts are crucial for Gap as it seeks to overcome decades of stagnation, repositioning itself in the competitive fashion market by leveraging his creative vision to attract new customers and regain cultural relevance.

Gap has been attempting a turnaround for two decades, and under the creative leadership of Zac Posen, there are early signs of success. Posen, a member of the BoF 500 Class of 2024, has been working on re-energizing Gap and its brands—Old Navy, Banana Republic, and Athleta—since joining in February. His strategy includes redesigning brand identities, enhancing product offerings, and creating significant cultural moments. Notable achievements include viral fashion pieces like the white corseted shirt dress worn by Anne Hathaway, which sold out rapidly online. Posen's approach involves leveraging pop culture by collaborating with Gen-Z icons and engaging in high-profile events like the Met Gala.

Despite initial scepticism about his appointment due to his high-fashion background, Posen has successfully injected new energy into Gap, evidenced by two consecutive quarters of sales growth. His initiatives aim to reduce discounting and improve merchandising across stores and online platforms. While some remain cautious about his long-term impact, Posen is focused on achieving "relevance and revenue," viewing the revitalisation of Gap as a marathon rather than a sprint.

Zac Posen's vision for revitalising Gap