For Millennials, Gap was the go-to for clean basics, logo hoodies, and denim that defined the early aughts. But over the years, it faded into the background—reliable, sure, but not exactly exciting for young consumers. But this year, Gap is officially back on Gen Z’s radar. Thanks largely to Zac Posen, Gap’s head of creative direction, the brand is showing young consumers it can be both classic and current, keeping its timeless staples (yes, the hoodies!) while speaking directly to Gen Z’s favorite fashion trends. But the success likely couldn’t have happened without huge marketing efforts to form their new pop culture identity. From the viral KATSEYE denim ad to collabs with influencers, the brand’s been grabbing Gen Z’s attention online to influence how they shop IRL. Last year, we saw the beginning of Gap’s huge comeback. They moved quickly on influencer Julia Huynh’s series about “hoodies that hoodie,” inviting her to create the perfect one with them. It was their first creator collab ever but tapped perfectly into...
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