The Gapaissance Fair

parker posey gap
I’ve had trouble getting on board with Dickson’s vision with the same conviction as most retail analysts: The recent “Feels Like Gap” campaign starring ’90s relic-turned-White Lotus star Parker Posey should have been catnip for me. Instead, I hated it. Photo: Courtesy of Gap
Lauren Sherman
March 20, 2025

Whatever you want to say about Richard Dickson’s Gap Inc. tenure—that he’s changing the game, or simply zhuzhing what’s becoming a meme stock—it would be impossible to deny that he has done something. The group’s comps (retail parlance for sales at stores open at least one year) were positive in every quarter of 2024, an achievement for a company whose namesake brand has been on the decline for more than 20 years. (The business of the Gap brand is half its former size.) Analysts, generally, are incredibly bullish on the future of Gap Inc.

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