Gap brand posts 10% sales jump as Old Navy struggles with Gen Z

Aug 28, 2026 20:02 (24d ago)

Gap brand posted a 10% comparable-sales increase while Old Navy struggled.
10% was Gap brand’s comparable-sales gain during the period discussed.
Gap used rising stars, music releases and TikTok-focused campaigns over two years.

Gap brand recorded a 10% comparable-sales increase while Old Navy struggled, highlighting a widening performance gap within the retailer. The difference is attributed to Gap’s two-year investment in rising stars, viral music releases and campaigns designed for Gen Z and the TikTok generation. Examples include Katseye’s "Milkshake" moment and a reference to Troye, although the source provides no further detail.