Fashioning Cool: How Gap Bounced Back

Since 1969, Gap has rallied around fun, joyfulness, optimism and inclusivity. It's a brand that was launched for the youth of America, and it still speaks to that demographic today. Even though target consumers aged over the decades, Gap's founding principles are unchanged and remain relevant. "Your long-term purpose and the tone of your brand and belief system should never change, but the way you express it can change time and time again," says Gap Chief Marketing Officer Seth Farbman.