The Gap Has Another New CEO
Richard Dickson Minds The Gap
Richard Dickson Minds The Gap
As widely reported today, Richard Dickson, the president and chief operating officer of toymaker Mattel, will take over as Gap’s next CEO, putting an end to a year-long search for a new leader. I was fortunate to have met Richard while working at R/GA, LA, and he is a serious, amiable, and thoughtful business leader who knows how to harness the power of a brand to unlock growth.
As Richard prepares to take over as CEO of Gap, I keep coming back to the idea that one of his most important first tasks will be to rekindle our collective passion for this iconic brand.
The Gap alienated two generations of customers and lost valuable market share to faster, more agile competitors such as Uniqlo, H&M, and Zara. Despite this, some superfans remain nostalgic for a time when the brand was relevant in popular culture and people were proud to wear it’s logo on their chests. Richard is a true turnaround specialist, having previously demonstrated his ability to modernize legacy brands in crisis, most recently by rekindling Barbie’s fortunes at Mattel. The key to a Gap comeback will be the same as it was for Barbie’s: he must channel all of his experience into instilling new enthusiasm among a deeply disengaged fan base.
As Richard shapes Gap’s future, converting today’s bargain hunters into vocal brand devotees must be a top priority. As I’m sure he’s aware, it’ll be difficult, but not an impossible mission. To succeed where others have failed, Richard will need to catalyze a superfan groundswell by capitalizing on some combination of Gap’s nostalgic identity, investing in creative fan co-creation, and supporting Gap communities.
As one of fashion’s most iconic brands, The Gap has seen more than its share of ups and downs. Despite being a 90s wardrobe staple, the retailer has struggled in recent years to connect with younger buyers in the face of rapidly shifting tastes and ecommerce disruption. For those who would like to dive deeper into this topic, Ana Andjelic has written extensively and authoritatively on the plight of legacy fashion retailers in the modern world in her wonderful Substack: The Sociology of Business.
Gap already enjoys outstanding brand awareness, but the new CEO’s biggest challenge will be to turn that superficial connection into a fervent fandom. Leveraging his success at Mattel, we have no doubt he will restore Gap’s relevance and resonance through brand innovation that’s centered on fan participation, engagement, and empowerment.
What’s A Superfan?
Winning back The Gap’s elusive “superfans” will have to be a key component of the company’s comeback strategy. As author Brittany Hodak explains in her best-selling book Creating Superfans, we’re talking here about devotees who are so enthusiastic about their favorite brands that they eagerly (and often creatively) promote them. While winning over general consumers is a given, cultivating true superfans is the juice that can fuel breakout growth.
A Few Superfan Strategies To Consider
How might a legacy brand like The Gap cultivate ardent, engaged ambassadors? Based on our observations of superfan behavior, here are some ideas we'd like to offer up for Richard’s consideration.
Tap Into A Nostalgic Identity
Few brands evoke more nostalgia than Gap, which was founded in the post-hippie ‘70s and revitalized in the ‘90s through some game-changing merchandising. There are still many Gen Xers who have a soft spot in their hearts for Gap's khaki swing ads and ubiquitous logo sweatshirts. Bringing back those iconic pieces, along with new heritage collections, might help transfer some of this nostalgia to Gen Y and further to Gen Z. Perhaps Gap might also consider developing digital experiences that enable its fans to visually explore the company’s history and legacy styles. Alternatively, it could create a “Gap Through the Decades” retrospective, highlighting the brand’s clothing from previous eras.
More on this when we wade into the treacherous waters of Branded Entertainment at the end of this article.
Embrace Superfan Co-Creation
Superfans crave involvement, so Gap might look to launch a crowdsourced design challenge or collaborate with top superfans on limited-edition collections. Gap might also consider opening up its design process and hosting collaborative workshops in stores where superfans and Gap designers can prototype new product ideas together. Alternatively, it could host in-store social events such as collaborative mural painting, clothing drives, or skill-sharing workshops where superfans and staff can make magic happen together.
Along the same lines, the company could ask superfans to vote on which archived styles should be reintroduced or remixed into new collections.
Invest in Superfan Lifestyle Experiences
Clothing alone is no longer sufficient in apparel retailing. Gap needs to push its brand building beyond merchandising and into deeper lifestyle experiences like travel content campaigns, in-store community workshops, or creating a relaxing loungewear lounge.
Perhaps Gap could host Instagrammable Gap activations such as a “Grab Your Denim and Go” truck tour or a relaxing “Lounge in our Loungewear” activation. The goal is to integrate the brand into superfans’ cultural lives.
Reward Creative Participation
Superfans want to be involved in the creation of something, not just watch it. Might Gap consider hosting superfan art contests or facilitating collaborative mural painting at local stores? Might it collaborate with TikTok fashion trend creators to co-create new collections?
To connect more deeply with local communities, could Gap create customized regional merchandise with local references? Might the company repurpose some of its vintage ads and styles by incorporating them into modern streetwear or ballroom culture? The goal here is to involve superfans in the actual decision-making process and make brand devotees feel more valued by their brand.
Activate Local Communities
Local connections are the most powerful bonds that brands can have. Could Gap stores host charity thrift swaps organized by top regional fans, with proceeds going to charity? Or could the company collaborate on capsule collections with local non-profits and TikTok creators who are going viral with relevant trends? Could it consider offering DIY tailoring or clothing repair workshops in stores to help superfans develop skills and bonds?
Keep It Shareable
When it comes to superfans, word of mouth is everything. Through referral programs and exclusive birthday surprises, could Gap try to attract superfan customers who gift or recommend merchandise? Might Gap further encourage their superfans to become brand ambassadors if social sharing is made more fun with unlockable rewards?
Branded Entertainment
Since Richard Dickson was largely responsible for greenlighting the smash hit Barbie Movie this summer, we’d be remiss if we didn’t highlight the vast potential for branded entertainment to play a role in creating superfan fandoms. Branded entertainment presents a major opportunity for The Gap to spotlight its most passionate fans. Our good friend Jae Goodman at @Superconnector Studios will surely have many better ideas on this subject than us, but here are some thought starters to kick off a robust debate on this subject.
Might The Gap explore the development of docuseries, films, or shorts centered around superfans’ authentic connections to their brand? The intent here is to showcase their authentic devotion and tap into the residual emotional resonance that The Gap still has in many people’s hearts. One approach could be a video series profiling long-time Gap consumers and their nostalgic memories of growing up with the brand. These could be funny, heartfelt vignettes about pivotal life moments intersecting with Gap, like prom dress shopping or first date outfits.
Could The Gap also consider partnering to create a fashion design competition show where superfans compete in challenges celebrating the brand’s archives? This would give superfans a platform to creatively express their love for Gap’s aesthetic and cultural impact. Behind-the-scenes glimpses at the design process could further humanize superfans’ relationships with their brand.
Another idea worth considering is for Gap to co-produce an original movie or streaming series that organically weaves the brand into coming-of-age stories or character-driven stories, allowing broader audiences to see Gap fandom in an entertaining context. Another angle might be to partner with influencers who are creatively integrating Gap styles into their existing cultural content.
At its core, branded entertainment should spotlight real The Gap superfans’ voices, passions, and creativity. In helping to turn unknown devotees into featured protagonists, The Gap can showcase authentic fan love while also increasing advocacy and engagement outside the formal fandom.
A Last Word (But Definitely Not The Last Word On This Topic)
Changing Gap’s trajectory will depend on empowering a new breed of superfans who will proudly wear, hype, and co-create the brand back into cultural prominence. By tapping into modern superfandom, Richard Dickson can help The Gap write its next great chapter—and his own.