What Gap’s Tyla Reset Says About Virality, Nostalgia and Relevance

Y2K-inspired strategy moves the brand forward while reflecting on its 90s and 00s heyday

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In late 2023, newly appointed Gap CEO Richard Dickson said it was time to strengthen the eponymous retail group’s catalog of brands—including Gap, Old Navy and Banana Republic—with “crisp identities and purpose” to counter years of sluggish sales.

“We have to communicate through innovative marketing to regain a powerful ongoing voice in the cultural conversation,” he told investors. “We need to do this, while consistently executing with excellence at every touch point and interaction.” 

For the conglomerate’s namesake brand, the first manifestation of this blueprint came in the form of “Linen Moves,” a crisp, reimagined take on TikTok-famous music video “Back on 74” by Jungle.



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