Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Is Gap’s Turnaround Finally Working?

Signs of recovery at the American retailer have convinced some analysts that its stock may be undervalued. Others say it’s too soon to tell, but even the sceptics note improvements on product, merchandising and markdowns.
Gap's recent collaboration with Dôen.
Gap's recent collaboration with Dôen. (Dan Martensen/Gap Inc.)

After two decades of failed comeback attempts, there is a growing consensus on Wall Street that Gap’s latest turnaround might just be the one that sticks.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON