How Gap is building its clout among Gen Z


Gap is seeing a resurgence in its popularity among young consumers, through its collaboration with Kanye West's Yeezy brand, Generation Z influencers featuring the brand in social media content and the growing number of posts using the #GapHoodie hashtag on TikTok, which led to a rise in site visits and online sales of its logo hoodies. To capitalize on the attention, Gap released limited-issue brown logo hoodies this summer -- $59.95 sweatshirts that are going for more than $200 on resale sites -- and joined with TikTok to let users help pick which color of the logo hoodie should be released next.

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