Gap makes a comeback by returning to basics

Gap reached net sales of $3.5 billion in 2025, a 5% increase from the year before, and posted its ninth straight quarter of growth. Global brand CEO Mark Breitbard says he has shifted the company back to basics, focusing on affordable, well‑fitting essentials and a target shopper aged 25 to 35 as the brand regains relevance with millennials and builds appeal with Gen Z.

For shoppers like Danielle Shaw, the revival has been personal: she rediscovered Gap about two years ago, stocked up on sweats, T‑shirts, and denim because of the fit and price, and introduced friends to the brand. TikTok hauls and buzzy collaborations with artists such as Katseye and Young Miko have amplified that momentum, helping a new wave of customers find Gap after years of declining relevance.

Breitbard, who returned to the brand in 2020, says the turnaround began with internal cleanup — rounds of layoffs to reduce bureaucracy, store closures in underperforming markets, a narrower assortment, and improvements to product quality.

gap, net sales, mark breitbard, essentials, millennials, gen z, tiktok, collaborations, layoffs, denim