This month, Gap was named the #1 brand on the Business of Fashion Insights Brand Pulse Index — leading the High Street category in Value perception and Brand Love, while also ranking first in earned media sentiment.

For a brand navigating reinvention in one of retail’s most competitive landscapes, the ranking reflects something deeper than reach or frequency: emotional reconnection.

The Index assesses not only how discoverable a brand is online, but also how consistently its identity is understood, how its value is debated, and how deeply it is woven into the everyday lives of customers and broader culture.

“Drawing on signals from TikTok, Instagram, Google Search and AI chatbots including ChatGPT, Gemini and Claude, the Index blends quantitative digital data with qualitative consumer conversation to show how effectively brands perform. Brands that top the Index are optimising how they appear across social, search and AI platforms and transforming digital discoverability into genuine connection and lasting brand love.” Business of Fashion

After two years as Gap’s brand transformation partner, it’s powerful to see the impact of consistent cultural storytelling, renewed identity, and social-first creativity reflected so clearly in how people now feel about the brand.

In a landscape where relevance is earned daily, this kind of sustained performance doesn’t happen overnight. It’s the result of long-term commitment, creative conviction, and a Gap team willing to move at the speed of culture.