InsightsStrategy

Gap’s 2025 Strategy Pivots to Gen Z and ‘Old Navy’ Beauty Expansion

Gap’s strategic vision for late 2025 and beyond is centered on significant diversification into beauty and personal care, alongside a renewed commitment to sustainability-driven product innovation

Published: Sep 6, 2025 11:34 AM

By Jeanel Alvarado

InsightsStrategy

Gap’s 2025 Strategy Pivots to Gen Z and ‘Old Navy’ Beauty Expansion

Gap’s strategic vision for late 2025 and beyond is centered on significant diversification into beauty and personal care, alongside a renewed commitment to sustainability-driven product innovation and enhanced omnichannel customer experiences. Gap’s “Better in Denim” campaign, which ran from June 15th to September 4th, 2025, achieved unprecedented digital engagement and a significant brand lift, particularly among younger demographics. This music-driven initiative, starring global girl group KATSEYE, generated billions of impressions and hundreds of millions of views, directly contributing to a 4% year-over-year increase in comparable sales for the Gap brand. This marketing strategy aims to capitalize on new market opportunities while reinforcing core brand strengths and driving long-term value.

10 Best Selling Gap Products in 2025 Rank Product Name Reviews (K) 1 Organic Cotton VintageSoft T-Shirt 6.4 2 Organic Cotton VintageSoft V-Neck T-Shirt 4.3 3 High Rise VintageSoft Relaxed Joggers 3.4 4 Modern Crewneck T-Shirt 3.3 5 VintageSoft Arch Logo Hoodie 3.3 6 VintageSoft Hoodie 3.2 7 Mid Rise ’90s Loose Jeans 3.1 8 High Rise ’70s Flare Jeans 3.0 9 Kids GapFit Tech Joggers 2.8 10 High Rise Vintage Slim Jeans 2.6 Product Development and Beauty Industry Plans For late 2025, Gap Inc.

is launching a major expansion into beauty and personal care, beginning with a pilot in 150 Old Navy stores. This initiative aims to capture a share of the $100 billion U.S. beauty market, targeting Gen Z and millennial shoppers with affordable, curated offerings, mostly under $25.

The beauty assortment will focus on premium-positioned products aligned with sustainability trends, featuring dedicated sections in select stores to drive recurring purchases and increase dwell time. The product strategy also emphasizes data-driven personalization and cross-category synergy.

Gap plans to integrate beauty sales with AI-powered shopping experiences, linking skincare and beauty recommendations to apparel…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss insights coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

Featured Events

LTK Con 2026 promotional artwork featuring Emma Grede

Recommended Articles

Canada Goose first quarter fiscal 2027 revenue rises 10.3 percent to 118.9 million as gross margin expands to 62.4 percent

The company's strategic shifts, including a strong DTC model and disciplined brand investment, are driving its luxury brand transformation.

InsightsNews

Shipra Bohara3 weeks ago

Gucci’s 2025 Equilibrium Impact Report Maps Real Progress on People and Planet

Gucci's Planet focus includes reducing emissions, promoting circularity, and supporting local communities.

InsightsNews

Shipra Bohara3 weeks ago

Cartier and Auditoire Luxe Unveil Le Chœur Des Pierres With Three Weeks of High Jewellery Celebrations in Saint Tropez

The Saint-Tropez programme, curated by Auditoire Luxe, transformed Cartier's new collection into a comprehensive destination experience, highlighting craftsmanship and artistry.

Insights

RETAILBOSS Team3 weeks ago

Model in a white suit holding a yellow Mytheresa shopping bag

The Most-Searched Brands on Mytheresa So Far This Year

An analysis of estimated organic search demand for luxury labels on Mytheresa during the first half of 2026.

AnalysisEcommerce

RETAILBOSS Team1 month ago

Bad Bunny Takes The Marseille Stage in a Custom Jacquemus Tracksuit

Bad Bunny rocked his custom Jacquemus Marseille tracksuit at the Orange Vélodrome, celebrating the city's vibrant culture and his deep collaboration with the brand.

BeautyFashion

Jeanel Alvarado1 month ago

PUMA x Salehe Bembury’s Sound Driven LA launch is Bringing Football Culture off The Pitch

PUMA is kicking off football’s biggest summer with culture, not just kits, teaming up with designer Salehe Bembury on an immersive, sound driven experience at The Row DTLA to launch their new TRVL WEAR collection and debut the Velum 1 sneaker.Football, sound and design in downtown LA Ahead of…

NewsTrends

Shipra Bohara2 months ago

Swarovski Charms Turn Juicy Fruits and Sweet Bees Into Summer Must Haves

This mix-and-match approach taps into the personalization and stacking trends that are still driving growth in fashion jewelry globally.

InsightsNews

Shipra Bohara2 months ago

Inditex Q1 2026 Results: 8 Key Numbers From Zara’s Best Quarter Yet

The Inditex Q1 2026 results, published on June 3, 2026, cover the three months to April 30. Net sales reached €8.75 billion, up 5.8% on a reported basis and 8.8% at constant exchange rates. Net profit came in at €1.375…

InsightsNews

Jeanel Alvarado3 months ago

View all Insights

Gap’s 2025 Strategy Pivots to Gen Z and ‘Old Navy’ Beauty Expansion

Gap’s strategic vision for late 2025 and beyond is centered on significant diversification into beauty and personal care, alongside a renewed commitment to sustainability-driven product innovation

Unlock the rest of this story

More from Insights

AMOUAGE Reaches $360 Million in First Half Sales After 74% Growth in 2026

Stone Island Turns its Ravarino Headquarters into The Lab, an Integrated System Where Design and Research Evolve Together

Steve Madden Lifts Outlook as Revenue Climbs 19.1% to $665.9 Million

Columbia Sportswear Company Lifts 2026 Profit Outlook as Tariff Refunds Kicks In

Featured Events

LTKCon 2026

New York Fashion Week (September)

London Fashion Week (Autumn)

Milan Fashion Week: Women’s Spring Summer 2027

Recommended Articles

Canada Goose first quarter fiscal 2027 revenue rises 10.3 percent to 118.9 million as gross margin expands to 62.4 percent

Gucci’s 2025 Equilibrium Impact Report Maps Real Progress on People and Planet

Cartier and Auditoire Luxe Unveil Le Chœur Des Pierres With Three Weeks of High Jewellery Celebrations in Saint Tropez

The Most-Searched Brands on Mytheresa So Far This Year

Bad Bunny Takes The Marseille Stage in a Custom Jacquemus Tracksuit

PUMA x Salehe Bembury’s Sound Driven LA launch is Bringing Football Culture off The Pitch

Swarovski Charms Turn Juicy Fruits and Sweet Bees Into Summer Must Haves

Inditex Q1 2026 Results: 8 Key Numbers From Zara’s Best Quarter Yet

Unlock the rest of this story

More intelligence on this topic

The Most-Searched Brands on Mytheresa So Far This Year

More from Insights

Featured Events

Recommended Articles

Sign up for RetailBoss Daily Newsletter