Blending the GAP between Affordability and Luxury.

By: Sabrina Kizer

On October 10th, Gap launched a collection with Cult Gaia, featuring a collection of women’s and kid’s apparel. This 35-piece holiday collection includes a range of statement pieces, intertwining Gap’s most classic essentials with Cult Gaia’s modern influence.

Founded in 2012, Cult Gaia is an LA-based brand designed by Jasmin Larian Hekmat, which aims to provide clients with a nuanced approach to design, drawing inspiration from nature and femininity.

Gap, which was founded in 1969, made its mark on the fashion industry early on, being recognized as the epitome of American style. The company experienced its peak revenue in 2003, reaching $7.3 billion in sales. In the following years, the brand experienced a steady decline in revenue as it lost momentum and mainstream popularity.

RECLAIMING INFLUENCE AND POPULARITY

In an era where modern brands celebrate art within design, Gap’s long-standing niche as a retailer of affordable basics has prohibited them from staying relevant amidst shifting consumer preferences. Though once a symbol of accessible, minimalist fashion, Gap is consistently overshadowed by brands that embrace trend-driven styles at faster rates with more flexible retail models. With the brand’s commitment to essentials, its appeal amongst younger, style-concerned shoppers craving unique, standout pieces has apparent limitations.

Over the past year and a half, Gap has diverted major efforts into the reclamation of its global influence. Hoping to make heads turn with new designs and collections, the marketing team has focused on rebranding the company primarily through partnerships with hip, modern brands. The collaboration with Cult Gaia will be the third of this year, as limited edition collaborations with Dôen and Madhappy launched earlier in 2024.

Madhappy, a 2017-born clothing brand based in Los Angeles, has built itself around an optimistic ideology that is meticulously integrated through apparel, events, and unique experimental retail spaces. When purchasing from Madhappy, consumers immerse themselves within a community of optimists, not just obtaining an item, but an ethos of care and compassion. Not only is this emulated within the company but through the carefully crafted unique designs, with exceptional attention to detail put into every piece of Madhappy clothing. The collaboration featured two hoodie-sweat pant sets which blended Gap's iconic logo with Madhappy's signature embroidery.

Via Madhappy

Founded by sisters Margaret and Katherine Kleveland, DÔEN is a women-led brand born out of nostalgia for California’s coastal landscapes. Their values emphasizes sustainability and female empowerment, routinely uniting with female artisans and business leaders who share their values. DÔEN’s collections evoke a timeless femininity, crafted to be passed down through generations. With a focus on community and storytelling, DÔEN’s online presence invites consumers into a sensory experience, showcasing garments that celebrate womanhood and challenge traditional retail models​. Their collaboration with Gap brought out whimsical patterns and gorgeous knitwear in minimalist designs, which are key staples of both brands. The collaboration emphasized sustainable fashion, drawing in environmentally conscious consumers and a younger audience focused on style and sustainability.

The Gap has typically existed in the context of mass markets and widespread accessibility, causing heads to turn at these collaborations. While Gap is known for its classic American basics, partnering with brands focused on producing timeless pieces with an artisan touch changes the consumer perception of Gap. All three of these partnerships bridge the gap between high fashion and mainstream consumers, with drastic price point differences between these brands versus that of Gap, allowing for a new dimension of luxury at an accessible price point.

FINANCIAL BOUNCE BACKS

In August of 2023, Gap appointed Richard Dickinson as President and CEO. Dickinson, who previously served as the President and COO of Mattel, became famous for his marketing tactics that revamped Mattel’s global influence through brand collaborations. Since joining Gap, Dickinson has worked to transform the company with the same tactics. Financial reports from the company’s 2024 quarter earnings reveal its increasing relevance in today's market, with a 3% increase in net sales compared to last year's quarter. The company concluded the quarter with a 48% increase in cash, cash equivalents, and short-term investments amounting to $1.7 billion. Gap’s stock has also soared, reaching a remarkable 165% increase over the past year. The company has undoubtedly benefited from Dickinson’s turnaround strategy, delivering robust financial results.

However, none of this would be possible without Zac Posen- creative director of Gap. Inc. In an interview with Business of Fashion, Posen states that within five minutes of meeting Dickinson, the fashion connoisseur knew that there was something very special about Gap, that it was “a cosmic moment where there was a magic connection, where I saw that I had met my dreamer.” Outside of his new role at Gap, Posen is known for his glamorous, red-carpet gowns and sophisticated aesthetic. The designer began his career in the garment industry and claims that returning to garment creation has fueled his creativity, reframing his design process to emphasize storytelling while redefining brand identities within new collections. Now, seven months into Posen’s tenure as creative director, the Gap is turning heads with new designs, marking the transition from relic to relevant.

Zac Posen photographed by Mario Sorrenti

WHY CULT GAIA?

The cornerstone of Cult Gaia’s DNA is not just creating pieces, but eye-catching “Objets d’Art” that make you stop and stare. Cult Gaia’s longstanding mission is creating art that has utility: pieces, such as handbags and intricate tops, are meant to draw an observant eye into the sculptural details when standing alone. The perfectly imperfect blend of beauty and nature through classic silhouettes intertwined with modern elements has positioned Cult Gaia as a truly unique fashion house. Just like the physical world, no two features are the same, which Cult Gaia embraces and celebrates.

Known for its basic denim and everyday clothes, the stereotype of a “basic” brand has haunted Gap for years, leading to an increasing irrelevance amongst new consumers. Aligning Gap’s image with a modern vision of fashion, centered around artistic expression, allows for a complete makeover of consumer perception of the company. With their dedication to innovation and unique beauty, Cult Gaia brings a fresh perspective to the 50-year-old company, potentially shifting Gap’s position to delivering elevated, art-inspired fashion.

Introducing new textures, shapes, and design elements with a luxurious edge, classic Gap styles are reimagined with more intricate and unique details. Taking the basic Gap hoodie and altering the neckline, adding stitching, and changing textiles presents a brand new version of Gap, one so different but so familiar at the same time. Not only does this serve as a springboard to attract a fashion-forward audience, but the seamless blend between the two brands allows Gap to maintain clients whilst expanding. The partnership introduces everyday shoppers to luxury aesthetics without the high price tag, and fans of Cult Gaia can add pieces to their wardrobes that won’t break the bank.

This collaboration's limited edition nature also creates a sense of exclusivity, which maintains the excitement of a luxury item. Now, affordable clothing is a vision of exclusivity and luxury to all, even without a high price tag behind it. Simultaneously, Cult Gaia gains a new audience, where the everyday, non-luxury-focused consumer, can appreciate and respect the brand and its work. Cult Gaia can increase their brand visibility amongst consumers who aspire to luxury but prioritize affordability, while Gap revamps its image, and reclaims its influence.

Via Gap