Gap shifts strategy from promotions to celebrity partnerships to revive brand relevance
Gap Inc. is focusing on cultural relevance through celebrity collaborations like Hailey Bieber's denim line, moving away from heavy discounting. The company's remodeled flagship store showcases archival photography to highlight its heritage. CEO Richard Dickson aims to balance nostalgia with modern partnerships to drive sales growth.
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Original headline: “Gap’s new playbook: Less discounting, more Hailey Bieber.” Browse more stories.