Once known as a staple American mall brand, Gap lost its relevance among consumers who traded shopping centers for e-commerce.
"Gap brand, as you know, has tremendous heritage as a pop culture brand," Dickson told investors.
Jennifer Ortakales Dawkins/Business InsiderGap's design team is playing it too safe for today's competitive market.
Jennifer Ortakales Dawkins/Business InsiderOn that note, Gap could be doing a lot more to market to younger generations.
Jennifer Ortakales Dawkins/Business InsiderBriggs suggests brands like Gap go where their younger customers spend much of their time: TikTok, YouTube, and Instagram.
Persons:
—, Richard Dickson, Dickson, Ellyn Briggs, Barbie, Neil Saunders, Jennifer Ortakales Dawkins, Briggs, Gen Zers, Gen, Gen Z, Piper Sandler's
Organizations:
Service, Mattel, Morning, New York City, Grand Central, Free, Nike, Alpha, Teens, Times, YouTube
Locations:
New York City, New York, Grand