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Gap Inc. Debuts Encore To Unify The Four Brands | Fast Five Shorts · Omni Talk Retail

• 0:00
  Gap
• 0:00
  Inc.
• 0:00
  Has
• 0:00
  launched
• 0:01
  Encore,
• 0:01
  a
• 0:02
  new
• 0:02
  cross
• 0:02
  brand
• 0:02
  loyalty
• 0:03
  program
• 0:04
  spanning
• 0:04
  Old
• 0:05
  Navy,
• 0:05
  Gap,
• 0:05
  Banana
• 0:06
  Republic
• 0:06
  and
• 0:07
  Athleta.
• 0:08
  According
• 0:08
  to
• 0:08
  retail
• 0:09
  Touchpoints,
• 0:09
  Gap
• 0:10
  Inc.
• 0:10
  Officially
• 0:10
  launched
• 0:11
  Encore
• 0:11
  on
• 0:11
  February
• 0:12
  24,
• 0:13
  2026,
• 0:13
  which
• 0:13
  is
• 0:14
  a
• 0:14
  rebranded
• 0:14
  unified
• 0:15
  loyalty
• 0:15
  membership
• 0:16
  across
• 0:17
  all
• 0:17
  four
• 0:17
  of
• 0:17
  its
• 0:17
  core
• 0:18
  brands.
• 0:18
  Building
• 0:18
  on
• 0:18
  a
• 0:18
  house
• 0:19
  file
• 0:19
  of
• 0:19
  nearly
• 0:20
  40
• 0:20
  million
• 0:21
  active
• 0:21
  members,
• 0:22
  Encore
• 0:22
  introduces
• 0:23
  three
• 0:23
  tiers.
• 0:24
  Core,
• 0:24
  Premier
• 0:25
  and
• 0:25
  All
• 0:26
  Access.
• 0:27
  Always
• 0:27
  love
• 0:27
  it's
• 0:27
  three
• 0:27
  tiers.
• 0:28
  It's
• 0:28
  never
• 0:28
  like
• 0:29
  seven
• 0:29
  tiers
• 0:30
  or
• 0:30
  13
• 0:30
  tiers.
• 0:31
  It's
• 0:31
  always
• 0:31
  three.
• 0:32
  That's
• 0:32
  just
• 0:32
  your,
• 0:32
  that's
• 0:33
  the
• 0:33
  business
• 0:33
  school
• 0:33
  motto,
• 0:34
  right?
• 0:34
  You
• 0:34
  always
• 0:35
  have
• 0:35
  to
• 0:35
  break
• 0:35
  things
• 0:35
  out
• 0:36
  into
• 0:36
  three.
• 0:36
  It's
• 0:36
  probably
• 0:37
  coming
• 0:37
  from
• 0:37
  someone,
• 0:38
  one
• 0:38
  of
• 0:38
  your
• 0:38
  peers
• 0:39
  at
• 0:39
  your
• 0:39
  business
• 0:39
  school.
• 0:40
  Yeah,
• 0:40
  it's
• 0:40
  a
• 0:40
  consultant
• 0:41
  thing.
• 0:41
  You
• 0:41
  give
• 0:41
  them
• 0:41
  two
• 0:42
  options
• 0:42
  that
• 0:42
  are
• 0:42
  good
• 0:42
  and
• 0:42
  one
• 0:43
  that's
• 0:43
  horrible.
• 0:43
  So
• 0:44
  that's
• 0:44
  kind
• 0:44
  of
• 0:44
  what
• 0:44
  they're
• 0:44
  doing
• 0:45
  here,
• 0:45
  probably
• 0:45
  most
• 0:45
  likely.
• 0:46
  But
• 0:46
  anyway,
• 0:46
  they're
• 0:47
  introducing
• 0:47
  three
• 0:47
  tiers
• 0:48
  with
• 0:48
  the
• 0:48
  updated
• 0:48
  earning
• 0:49
  thresholds,
• 0:49
  extended
• 0:50
  returns,
• 0:50
  birthday
• 0:51
  bonuses
• 0:51
  and
• 0:51
  new
• 0:52
  Encore
• 0:52
  Master.
• 0:53
  And
• 0:53
  a
• 0:53
  new
• 0:53
  Encore
• 0:54
  MasterCard
• 0:54
  that
• 0:55
  earns
• 0:55
  four
• 0:55
  five
• 0:56
  times
• 0:56
  points
• 0:56
  at
• 0:57
  Gap
• 0:57
  Brands
• 0:57
  and
• 0:58
  three
• 0:58
  times
• 0:58
  on
• 0:58
  eligible
• 0:59
  apparel
• 0:59
  purchases
• 1:00
  elsewhere.
• 1:01
  The
• 1:02
  program
• 1:02
  leans
• 1:02
  heavily
• 1:03
  into
• 1:03
  experiential
• 1:04
  rewards
• 1:05
  as
• 1:05
  well,
• 1:05
  which
• 1:05
  means
• 1:06
  exclusive
• 1:06
  fashion
• 1:07
  drops,
• 1:07
  early
• 1:07
  access
• 1:07
  to
• 1:08
  product
• 1:08
  launches
• 1:08
  and
• 1:09
  entertainment
• 1:09
  experiences.
• 1:10
  Reflecting
• 1:11
  Gap's
• 1:11
  recent
• 1:12
  appointment
• 1:12
  of
• 1:12
  a
• 1:12
  Chief
• 1:13
  Entertainment
• 1:13
  Officer
• 1:14
  In
• 1:14
  January
• 1:14
  2026,
• 1:16
  existing
• 1:17
  loyalty
• 1:17
  members
• 1:17
  are
• 1:18
  automatically
• 1:18
  transitioned
• 1:19
  with
• 1:19
  prior
• 1:19
  points
• 1:20
  carrying
• 1:20
  forward.
• 1:20
  And
• 1:21
  all
• 1:21
  four
• 1:21
  brands
• 1:22
  share
• 1:22
  a
• 1:22
  single
• 1:22
  points
• 1:23
  bank,
• 1:23
  giving
• 1:24
  Gap
• 1:24
  a
• 1:24
  unified
• 1:25
  cross
• 1:25
  brand
• 1:26
  view
• 1:26
  of
• 1:27
  consumer
• 1:27
  and
• 1:28
  customer
• 1:28
  spend.
• 1:29
  And
• 1:29
  what
• 1:29
  do
• 1:29
  you
• 1:29
  think
• 1:29
  of
• 1:30
  Gap's
• 1:30
  Encore
• 1:31
  launch?
• 1:31
  Is
• 1:31
  this
• 1:31
  the
• 1:31
  loyalty
• 1:32
  play
• 1:32
  that
• 1:32
  finally
• 1:33
  gives
• 1:33
  the
• 1:33
  brand
• 1:33
  portfolio
• 1:34
  a
• 1:34
  genuine
• 1:34
  growth
• 1:35
  engine
• 1:35
  or
• 1:36
  is
• 1:36
  it
• 1:36
  just
• 1:36
  glossed
• 1:37
  up
• 1:37
  loyalty
• 1:37
  points?
• 1:38
  I,
• 1:38
  I
• 1:38
  don't
• 1:39
  know
• 1:39
  that
• 1:39
  we
• 1:40
  will.
• 1:41
  I
• 1:41
  don't
• 1:41
  know
• 1:41
  yet.
• 1:42
  That's
• 1:42
  the
• 1:42
  question.
• 1:42
  I
• 1:43
  do
• 1:43
  love
• 1:44
  this.
• 1:44
  As
• 1:44
  a
• 1:45
  loyal
• 1:45
  Gap
• 1:45
  customer,
• 1:46
  I
• 1:46
  do
• 1:46
  love
• 1:46
  this.
• 1:47
  For
• 1:47
  the
• 1:47
  points
• 1:47
  consolidation,
• 1:48
  it
• 1:48
  never
• 1:48
  made
• 1:48
  sense
• 1:49
  to
• 1:49
  me
• 1:49
  that
• 1:49
  there
• 1:49
  were
• 1:50
  three
• 1:50
  different
• 1:50
  credit
• 1:51
  cards
• 1:51
  and
• 1:51
  three
• 1:51
  different
• 1:52
  loyalty
• 1:52
  programs.
• 1:53
  You
• 1:53
  had
• 1:53
  Gap
• 1:54
  cash
• 1:54
  that
• 1:54
  you
• 1:54
  could
• 1:54
  use
• 1:55
  at
• 1:55
  some,
• 1:55
  but
• 1:55
  you
• 1:56
  couldn't.
• 1:57
  You're
• 1:57
  all,
• 1:57
  you're
• 1:58
  all
• 1:58
  feeding
• 1:58
  into
• 1:59
  one
• 1:59
  larger
• 1:59
  Gap
• 2:00
  Inc.
• 2:00
  So
• 2:01
  number
• 2:01
  one,
• 2:02
  I
• 2:02
  think
• 2:02
  that,
• 2:02
  you
• 2:02
  know,
• 2:03
  while
• 2:03
  it's
• 2:03
  just
• 2:03
  a
• 2:03
  loyalty
• 2:04
  program
• 2:04
  for
• 2:04
  now,
• 2:05
  my
• 2:05
  hope
• 2:06
  is
• 2:06
  that
• 2:06
  this
• 2:06
  means
• 2:06
  consolidation
• 2:07
  in
• 2:08
  other
• 2:08
  areas
• 2:09
  of
• 2:09
  the
• 2:09
  store
• 2:10
  and
• 2:10
  just
• 2:11
  making
• 2:11
  it
• 2:11
  one
• 2:12
  unified
• 2:12
  brand
• 2:14
  that
• 2:14
  I
• 2:14
  can
• 2:14
  shop.
• 2:14
  And
• 2:15
  the
• 2:15
  credit
• 2:15
  card
• 2:15
  is
• 2:16
  another
• 2:16
  good
• 2:16
  example,
• 2:16
  like
• 2:17
  having
• 2:17
  one
• 2:17
  credit
• 2:17
  card
• 2:18
  that
• 2:18
  you
• 2:18
  can
• 2:18
  use
• 2:18
  across
• 2:18
  brands
• 2:19
  and
• 2:19
  gain
• 2:19
  five
• 2:20
  times
• 2:20
  more
• 2:20
  points.
• 2:21
  Because
• 2:22
  those
• 2:22
  points
• 2:22
  really
• 2:22
  do
• 2:23
  add
• 2:23
  up
• 2:23
  and
• 2:23
  I've
• 2:24
  been
• 2:24
  using
• 2:24
  them
• 2:24
  for
• 2:24
  a
• 2:24
  long
• 2:25
  time,
• 2:25
  so
• 2:25
  I'm
• 2:25
  really
• 2:26
  excited
• 2:26
  to
• 2:26
  see
• 2:27
  them
• 2:27
  all
• 2:27
  come
• 2:28
  together.
• 2:28
  I
• 2:28
  also
• 2:28
  think
• 2:29
  Think
• 2:29
  that
• 2:29
  it
• 2:29
  could
• 2:29
  encourage
• 2:30
  some
• 2:30
  crossover
• 2:31
  in.
• 2:32
  Maybe
• 2:32
  I'm
• 2:32
  an
• 2:32
  Athleta
• 2:34
  shopper,
• 2:34
  but
• 2:34
  I've
• 2:34
  never
• 2:35
  shopped
• 2:35
  at
• 2:35
  Old
• 2:36
  Navy.
• 2:36
  But
• 2:36
  now
• 2:36
  I
• 2:37
  have
• 2:37
  these
• 2:37
  points
• 2:37
  that
• 2:37
  I
• 2:38
  can
• 2:38
  use
• 2:38
  across
• 2:38
  all
• 2:39
  the
• 2:39
  labels.
• 2:40
  It
• 2:40
  might
• 2:40
  prompt
• 2:41
  me
• 2:41
  to
• 2:41
  go
• 2:41
  into
• 2:42
  a
• 2:43
  store
• 2:43
  that
• 2:43
  I
• 2:43
  maybe
• 2:44
  haven't
• 2:44
  been
• 2:44
  to
• 2:45
  in
• 2:45
  a
• 2:45
  while,
• 2:45
  like
• 2:45
  an
• 2:45
  Old
• 2:46
  Navy
• 2:46
  or
• 2:46
  like
• 2:46
  a
• 2:46
  Gap.
• 2:47
  So
• 2:47
  I
• 2:47
  think,
• 2:48
  you
• 2:48
  know,
• 2:48
  all
• 2:48
  boats
• 2:49
  rise,
• 2:49
  right?
• 2:49
  If,
• 2:50
  if
• 2:50
  customers
• 2:50
  are
• 2:51
  keeping
• 2:51
  their
• 2:51
  money
• 2:51
  in
• 2:52
  the
• 2:52
  family,
• 2:52
  they're,
• 2:53
  they're
• 2:53
  driven
• 2:53
  to
• 2:54
  try
• 2:54
  another
• 2:54
  Gap
• 2:55
  banner
• 2:56
  instead
• 2:57
  of
• 2:57
  going
• 2:57
  to
• 2:57
  another
• 2:57
  store.
• 2:58
  I
• 2:58
  think
• 2:58
  this
• 2:58
  could
• 2:59
  lead
• 2:59
  to
• 3:00
  probably
• 3:00
  some
• 3:01
  slower
• 3:01
  but
• 3:02
  some
• 3:02
  positive
• 3:02
  growth
• 3:03
  for,
• 3:03
  for
• 3:04
  Gap
• 3:04
  Inc.
• 3:05
  And
• 3:06
  that's
• 3:06
  on
• 3:06
  the
• 3:06
  loyalty
• 3:07
  part,
• 3:07
  the
• 3:07
  fashion
• 3:07
  tainment
• 3:08
  component.
• 3:09
  I'm
• 3:09
  still
• 3:09
  kind
• 3:09
  of
• 3:10
  pausing
• 3:11
  on
• 3:11
  that
• 3:11
  one.
• 3:11
  I'm
• 3:12
  going
• 3:12
  to
• 3:12
  reserve
• 3:12
  judgment
• 3:13
  until
• 3:13
  I
• 3:13
  see
• 3:14
  what
• 3:14
  really
• 3:15
  happens
• 3:15
  with
• 3:16
  the
• 3:16
  new
• 3:16
  ex
• 3:17
  Paramount
• 3:18
  woman
• 3:18
  leading
• 3:18
  that
• 3:19
  up.
• 3:19
  So
• 3:20
  we'll
• 3:20
  see.
• 3:20
  I'm
• 3:20
  going
• 3:20
  to
• 3:21
  reserve
• 3:21
  judgment
• 3:21
  on
• 3:21
  that.
• 3:21
  But
• 3:22
  for
• 3:22
  now,
• 3:22
  I
• 3:22
  really
• 3:23
  like
• 3:23
  the
• 3:23
  combined
• 3:23
  loyalty
• 3:24
  program
• 3:24
  part
• 3:24
  of
• 3:25
  this.
• 3:25
  But
• 3:25
  how
• 3:25
  about
• 3:25
  you?
• 3:26
  Yeah,
• 3:26
  I
• 3:26
  think
• 3:27
  that's
• 3:27
  a
• 3:27
  great.
• 3:27
  I
• 3:27
  think
• 3:27
  those
• 3:27
  are
• 3:27
  great
• 3:28
  points.
• 3:28
  I
• 3:28
  mean,
• 3:28
  I
• 3:28
  think,
• 3:28
  you
• 3:28
  know,
• 3:28
  at
• 3:28
  the
• 3:28
  end
• 3:29
  of
• 3:29
  this
• 3:29
  is
• 3:29
  just
• 3:29
  good
• 3:29
  smart
• 3:30
  retailing,
• 3:30
  you
• 3:30
  know,
• 3:30
  and
• 3:30
  I
• 3:31
  think
• 3:31
  back
• 3:31
  to
• 3:31
  having
• 3:31
  worked
• 3:31
  at
• 3:31
  the
• 3:32
  brand,
• 3:32
  too,
• 3:32
  I
• 3:32
  thought,
• 3:32
  you
• 3:33
  know,
• 3:33
  I
• 3:33
  never
• 3:33
  thought
• 3:33
  about
• 3:33
  this
• 3:34
  until
• 3:34
  you
• 3:34
  just
• 3:34
  mentioned
• 3:34
  it.
• 3:34
  You
• 3:35
  know,
• 3:35
  I
• 3:35
  think,
• 3:35
  you
• 3:35
  know,
• 3:35
  if
• 3:35
  you
• 3:36
  look
• 3:36
  at
• 3:36
  Gap
• 3:36
  20
• 3:36
  years
• 3:36
  ago,
• 3:37
  there
• 3:37
  was,
• 3:37
  there
• 3:37
  was
• 3:38
  a
• 3:38
  good
• 3:38
  cohesion
• 3:38
  across
• 3:39
  all
• 3:39
  those
• 3:39
  brands.
• 3:40
  Like,
• 3:40
  I
• 3:40
  felt
• 3:40
  like
• 3:40
  people
• 3:40
  knew
• 3:41
  that
• 3:41
  the
• 3:42
  same
• 3:42
  company
• 3:42
  was
• 3:43
  running
• 3:43
  all
• 3:43
  of
• 3:43
  them.
• 3:44
  And
• 3:44
  I
• 3:44
  feel
• 3:44
  like
• 3:45
  that's
• 3:45
  kind
• 3:45
  of
• 3:45
  died
• 3:45
  off
• 3:46
  a
• 3:46
  little
• 3:46
  bit.
• 3:46
  And
• 3:46
  to
• 3:47
  your
• 3:47
  point,
• 3:47
  it
• 3:47
  is
• 3:47
  a
• 3:48
  very
• 3:48
  frustrating
• 3:48
  experience
• 3:49
  to
• 3:49
  have
• 3:49
  to
• 3:49
  use
• 3:49
  different
• 3:50
  credit
• 3:50
  cards
• 3:50
  at
• 3:50
  all
• 3:51
  the
• 3:51
  different
• 3:51
  brands.
• 3:51
  And,
• 3:52
  and
• 3:52
  why
• 3:52
  is
• 3:52
  that?
• 3:53
  So
• 3:53
  if
• 3:53
  that's
• 3:53
  what
• 3:53
  they're
• 3:53
  going
• 3:54
  for
• 3:54
  here,
• 3:54
  I
• 3:54
  think
• 3:54
  it's,
• 3:55
  it's
• 3:55
  a
• 3:55
  big
• 3:55
  win
• 3:56
  and
• 3:56
  it
• 3:56
  potentially
• 3:56
  does
• 3:56
  get
• 3:56
  me
• 3:57
  cross
• 3:57
  shopping
• 3:57
  more
• 3:58
  and
• 3:58
  makes
• 3:58
  it
• 3:58
  easier
• 3:59
  for
• 3:59
  me,
• 3:59
  too,
• 3:59
  and
• 3:59
  makes
• 4:00
  me
• 4:00
  more.
• 4:00
  Have
• 4:01
  more
• 4:01
  affinity
• 4:01
  to
• 4:02
  the
• 4:02
  brand.
• 4:02
  But
• 4:02
  I'm
• 4:02
  with
• 4:03
  you.
• 4:03
  Like,
• 4:03
  I,
• 4:03
  I'm
• 4:04
  not
• 4:04
  buying
• 4:04
  into
• 4:04
  the
• 4:04
  entertainment
• 4:05
  connection
• 4:06
  just
• 4:06
  quite
• 4:06
  yet.
• 4:07
  I
• 4:07
  think
• 4:07
  there's
• 4:07
  a
• 4:07
  lot
• 4:07
  more
• 4:07
  proof
• 4:08
  that
• 4:08
  needs
• 4:08
  to
• 4:08
  be
• 4:08
  put
• 4:09
  into
• 4:09
  that
• 4:09
  pudding,
• 4:10
  so
• 4:10
  to
• 4:10
  speak,
• 4:10
  because
• 4:11
  that's
• 4:12
  just
• 4:12
  something
• 4:12
  that's
• 4:12
  really
• 4:12
  hard
• 4:13
  to
• 4:13
  scale.
• 4:13
  It's
• 4:13
  really
• 4:13
  hard
• 4:14
  to
• 4:14
  make
• 4:14
  it
• 4:14
  impactful
• 4:14
  to
• 4:15
  a
• 4:15
  large
• 4:15
  degree
• 4:15
  to
• 4:15
  a
• 4:16
  large
• 4:16
  number
• 4:16
  of
• 4:16
  consumers.
• 4:17
  You,
• 4:17
  you've
• 4:18
  got
• 4:18
  to
• 4:18
  really
• 4:18
  figure
• 4:18
  out
• 4:18
  the
• 4:18
  marketing
• 4:19
  side
• 4:19
  of
• 4:19
  that.
• 4:20
  I'm
• 4:21
  hesitant
• 4:21
  on
• 4:21
  that,
• 4:21
  but
• 4:21
  I
• 4:22
  think
• 4:22
  it
• 4:22
  just
• 4:22
  seems
• 4:23
  like
• 4:23
  a
• 4:23
  good,
• 4:23
  smart
• 4:23
  move.