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Friday, Aug 28th, 2026
HomeEntertaintmentTVGap’s Bet on Hailey Bieber and Other Culture-Driven Ads Pay Off, Even as Parent Company’s Sales Drop

Gap’s Bet on Hailey Bieber and Other Culture-Driven Ads Pay Off, Even as Parent Company’s Sales Drop

The numbers

• $3.7 billion: Gap Inc.’s net sales during the second quarter, representing a 2% year-over-year decline. There was a 3% decrease in store sales and 1% decrease in ecommerce sales.

• $1.3 billion: Operating expenses, making up 34.3% of net sales.

• $844 million: Net sales at Gap, up 9% year-over-year.

• $264 million: Net sales at Athleta, down 12% year-over-year.

The watercooler talk

Gap Inc.’s second-quarter earnings show a mixed bag of results across its four brands: Gap, Old Navy, Banana Republic, and Athleta.

Gap is the standout star, increasing net sales by 9% and comparable sales by 10% year-over-year during the second quarter.

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