Dive Brief:
- Gap dropped its third GapVintage collection on Tuesday.
- The capsule, which was compiled by Gap’s vintage curator Sean Wotherspoon, features 148 seasonal pieces. It’s the largest drop by the vintage curator since his partnership with the company began in 2023.
- The collection is available exclusively through Gap’s e-commerce website, and prices range from $55 to $90, per a company spokesperson. As of press time, a majority of the pieces were sold.
Dive Insight:
Gap launched the GapVintage project in February, and teased that it would release multiple collections. It released the second collection in April but didn’t specify a timeline for upcoming drops.
The new capsule includes denim, T-shirts, shirts, pants, skirts and sweatshirts.
When GapVintage was announced, Wotherspoon said the vintage and secondhand market continues to resonate with younger generations, and he was excited to see Gap take curated control of its vintage supply.
To that end, GapVintage is among the newly announced categories Gap is focusing on as it works to rebuild its image and cultural relevance.
Upon his hiring, CEO Richard Dickson was tasked to lead the charge of reinvigorating the company. Under Dickson, Gap has launched GapStudio, an elevated subbrand designed by Zac Posen, who was recently hired as Gap Inc.’s creative director and executive vice president.
Collaborations have been another key part of the strategy. This year, Gap brands have collaborated with Malbon Golf, Dôen and Disney. These efforts have contributed to Gap gaining new customers and maintaining long-time fans.
“We are bridging the generation gap,” Dickson said in an earnings call in May. The Gap brand is showing signs of reaching that consumer relevance, he added.
Q1 marked the sixth consecutive quarter of positive comps and eighth quarter of market share gains. “We are building a consistent brand narrative that we are applying with relentless repetition,” Dickson said.
