Gap

With initiatives designed to uplift local artisans and empower employees’ creative pursuits, Gap Inc. is fostering ties to the creative community in the West Coast city and celebrating its artistic legacy while nurturing employee creativity and entrepreneurship at large.

BoF founder and editor in chief Imran Amed sits down with the newly-appointed creative director of Gap Inc. to explore how the latest chapter in his creative journey is changing the way he thinks about success and professional fulfilment.

Consumers are getting choosier about where they spend. Retailers will need to work extra hard to ensure it’s in their stores, and not competitors’.

The rise of wide-leg jeans is sparking a transformative shift in fashion, prompting brands like Gap, Madewell, and Lululemon to expand their offerings as consumers purchase complementary items, driving increased sales and reshaping wardrobe choices among teens and young women.

The best websites balance the jobs of inspiring customers via lush graphics and compelling storytelling, and maximising sales with a design that’s convenient, intuitive and easy to navigate. This case study explores how to achieve both goals and create the ideal online shopping experience.

This week, Uniqlo appointed Clare Waight Keller the creative director of its main line, while Stefano Pilati signed on for a collection with Inditex flagship Zara and Zac Posen staged a New York Fashion Week bash with Old Navy. The jury is still out on whether hiring designers from high-fashion will drive retail results.

Mass-market retailers and emerging designers connected to streetwear and subcultures around it are teaming up to reach the next generation of menswear consumers.

Gap Inc. will follow up a month of red-carpet highlights with an update on whether its efforts to reignite sales are paying off.

Following the launch of the latest spring campaign, Calvin Leung shares how Gap is re-centring on its purpose to reignite the brand, fostering a culture of creativity and curiosity.

Can Gap create mass cultural relevance in a fragmented world? This week’s Grammys and Edward Enninful’s final Vogue cover may offer lessons for the brand’s new creative head Zac Posen, writes Imran Amed.