Key Takeaways:

  • Gap Inc. issued a press release on Wednesday announcingit is recruiting employees to join its creator programto promote the Old Navy, Gap, Athleta, and Banana Republic brands.
  • The program is now open to Gap Inc. corporate, distribution center, and store employees. The company will provide guidelines on transparency, disclosure, and brand standards.
  • Content opportunities include newsletters, social media channels, brand content, product stories, and creator spotlights.

Dive In:

By including employees in the program, Gap Inc. hopes to build on the growth its creator program has already achieved.

When Gap Inc. launched the program in October of last year, it was only open to creators aged 18 and older with at least 1,000 followers on specific social media platforms. According to the press release, since then, the program has reached nearly 154 million consumers through nearly 30,000 posts.

"Our employees know our brands, products, and customers better than anyone," said Damon Berger, Senior Vice President of Marketing Shared Services at Gap Inc., in a statement. "By extending this program to eligible employees in our offices, stores, and distribution centers, we are providing them with a path to become influencers—earning commissions and products while sharing what they love and bringing our brands to life through authentic storytelling."

Similar to Gap Inc., David's Bridal is also leveraging employees to expand its customer base. In January, the bridal retailerlaunched the "David's Style Squad" ambassador program, paying participants, including retail store associates, commissions of 5% to 15% of net sales, with some ambassadors receiving 20% commissions and other benefits.

As Gap works to boost its online presence, its namesake subsidiary has also enlisted celebrities for nostalgic-style ads to generate buzz for its products. About a year ago,Gap launched a denim campaignfeaturing girl group Katseye dancing to Kelis's "Milkshake." Earlier this month, the brandpartnered with Hailey Bieberon a limited-edition denim capsule collection, with ads featuring boomboxes, corded phones, retro desktop computers, and CRT TVs to evoke 90s nostalgia.

Gap also recently released theHappy Stripe capsule collection, which sparked controversy online, with consumers and influencers criticizing its polyester fabric and optical illusion ring designs.

Despite this, the namesake brand continues to boost company performance.Gap Inc. reported a 1% increase in first-quarter net sales, reaching $3.5 billion, with the namesake brand growing at a higher rate than its sister brands. Gap's net sales rose 10% year-over-year to $796 million, while Old Navy and Banana Republic each saw 1% year-over-year increases, reaching $2 billion and $431 million, respectively. Meanwhile, Athleta's sales fell 12% year-over-year to $270 million.

"I would say Gap is back at the forefront of the cultural conversation," said Richard Dickson, CEO of Gap Inc., on an earnings call in May. "As an iconic American brand, it clearly has strong momentum. As we continue to build on that momentum through great product, compelling storytelling, and excellent execution, we see significant room for growth."