Ad spend of The Gap, Inc. worldwide 2012-2023

In 2023, The Gap, Inc. spent approximately 882 million U.S. dollars on global advertising, down over 15 percent from nearly 1.04 billion dollars a year earlier. Based in San Francisco, California, the company was founded in 1969 by Donald and Doris Fisher. Currently, it has five primary brands: Gap, Banana Republic, Old Navy, Piperlime, and Athleta. In the United States, The Gap ranked among the top 10 leading retailers according to ad spend in 2022. 

Ranking high in awareness and sales

The Gap enjoys a high brand awareness in the United States. According to a Statista survey conducted in 2022, nearly nine out of 10 fashion store customers knew the label. In terms of sales, the company made it to the top six leading apparel retailers in the U.S., with retail sales of nearly 13 billion dollars in 2023. 

Retail industry advertising in the U.S.

Home to some of the most valuable retail brands worldwide, the United States is also a distinctly competitive retail landscape, and advertising has become an indispensable tool to stand out from the competitor's crowd. In 2022, the retail sector still ranked among the largest ad spend categories in the country.