Gap Inc. has introduced Encore, a reimagined membership program designed to deepen customer engagement across Old Navy, Gap, Banana Republic, and Athleta. With nearly 40 million active members already in its loyalty database, the company is building on one of the largest programs in U.S. apparel retail.
Gap Inc. President and CEO Richard Dickson said, “Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture and tell compelling stories. Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands. By bringing fashion, entertainment, and access together, we are building momentum, deepening relationships, and creating long-term value across our portfolio.”
Gap Inc. Chief Entertainment Officer Pam Kaufman added, “Encore is a powerful new tool to bring our Fashiontainment platform to life. Through partners like Disney, NBCUniversal, and AMC Theatres, we can translate what people love on screens and stages into experiences they can actually access–from early drops and exclusives to cultural moments you can’t get anywhere else. It’s a new way to participate in entertainment through style, and to feel closer to our brands.”
Benefits of Encore include early access to select launches, limited-edition merchandise, behind-the-scenes content, and storytelling tied to major cultural events.
A new feature, the Encore Market, offers rotating, members-only products and experiences, from limited-run items and signed collectibles to opportunities like visiting designer Zac Posen’s studio in New York City. Members can also donate rewards to charitable organizations, turning everyday purchases into community impact.
The program introduces three tiers–Core, Premier, and All-Access–with updated earning structures, lower spend thresholds for Premier members, birthday perks, and enhanced flexibility in redeeming points.
Existing members are automatically transitioned into Encore with their points preserved. In addition, the Encore credit card, issued in partnership with Barclays and Mastercard, unlocks the top All-Access tier and provides accelerated rewards, including 5x points at Gap Inc. brands and 3x points on eligible apparel purchases elsewhere.
Encore is now live across Gap’s website and in U.S. stores.
Read all about it here.