Gap’s Surprising Turnaround: Positive Comps and a 20% Stock Surge


Gap Strikes Gold: All Brands Shine, Boosting Guidance

A Surge of Momentum

LA News Center reports that Gap, the iconic apparel giant, has witnessed an impressive resurgence, with positive comparable sales across all four of its renowned brands. This newfound momentum has emboldened the company to raise its full-year guidance, signaling the effectiveness of CEO Richard Dickson’s turnaround strategy.

Outperforming Expectations

Gap has far outpaced Wall Street’s expectations, posting earnings per share of 41 cents, a significant jump from the anticipated 14 cents. Revenue also soared to .39 billion, exceeding the projected .29 billion. As a result, Gap shares surged by over 20% in after-hours trading on Thursday.

A Company Transformed

The company’s turnaround is evident in its recently reported fiscal first-quarter net income of 8 million, or 41 cents per share, a stark contrast to the previous year’s loss of million. Sales also saw an upswing, rising by approximately 3% to .39 billion.

A Milestone Achievement

“This is a momentous achievement, as it marks the first time in years that all four of our brands have registered positive comps,” said Dickson in an interview with LA News Center. “We are incredibly pleased with our performance, and it has given us the confidence to increase our guidance for fiscal year 2024.”

Dickson’s Marketing Masterstroke

Dickson, who assumed the helm of Gap in late August, has implemented a customer-centric marketing strategy, rekindling the brand’s connection with consumers. His plan has involved reinvigorating brand storytelling and positioning Gap and Old Navy as cultural touchstones.

A Star-Studded Endorsement

Dickson’s initiatives have already begun to manifest in high-profile collaborations. Actresses Da’Vine Joy Randolph and Anne Hathaway have both showcased stunning Gap designs at prestigious events like the Met Gala and Bulgari party.

Operational Excellence

Beyond the marketing prowess, Dickson has also focused on operational efficiency. Average selling prices have returned to pre-pandemic levels due to leaner inventory, resulting in higher sell-through rates. The company’s commitment to financial and operational rigor has contributed significantly to its recent success.

Individual Brand Performance

Old Navy: Net sales climbed by 5%, and comparable sales grew by 3%. Although short of analysts’ expectations, the brand achieved its “highest quarterly comp in three years.” Dickson highlighted the strength in women’s and activewear categories.

Banana Republic: Sales increased by 2%, and comparable sales rose by an impressive 1%. The brand has made significant strides after a decline in the previous year-ago period.

Athleta: Sales grew by 2%, and comparable sales surged by 5%, reversing a 13% decline in the year-ago period. Analysts did not have expectations for Athleta’s comparable sales.

Gap: Sales remained steady, while comparable sales grew by 3%. The company attributed this success to its innovative “Linen Moves” campaign, which resonated with customers.

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