GAP INC.'S ENCORE MEMBERSHIP PROGRAM TAKES OVER NEW YORK FASHION WEEK WITH SIX DAYS OF MEMBER ACCESS AND EXPERIENCES
Rhea-AI Summary
Gap (NYSE: GAP) is staging a six-day New York Fashion Week takeover for its cross-brand Encore membership program from September 9–14, 2026. Members can unlock limited-quantity runway shows, designer events, live music and an Encore After Hours finale with Gigi Perez, hosted by Zac Posen in partnership with Rolling Stone.
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Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Aug 20 | Festival sponsorship | Positive | -2.2% | Festival sponsorship combined wellness activation, nonprofit support, and Encore member access. |
| Aug 12 | Dividend declaration | Positive | +0.7% | Third-quarter cash dividend declared at $0.175 per share, payable in October. |
| Aug 04 | Earnings scheduling | Neutral | -0.2% | Company scheduled Q2 fiscal 2026 results and conference call for August 27. |
| Jun 09 | Cause campaign | Positive | +1.7% | Get Blue campaign launched with Water.org and corporate founding partners including Gap. |
| May 28 | Quarterly earnings | Positive | -15.4% | Q1 sales reached $3.5 billion and full-year adjusted EPS outlook increased. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
GAP's promotional and earnings-related announcements in the supplied history were followed by negative reactions, while dividend and cause-related news had positive reactions.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Encore members can unlock runway shows, designer experiences, live entertainment and
exclusive events across
The activation builds on Encore's February launch and brings its promise of access beyond retail to one of fashion's most anticipated weeks. Through a growing roster of partners in fashion, music and entertainment, Encore gives fashion lovers across the country a way into shows, designers and cultural moments that define Fashion Week, including experiences rarely open to the public. Beginning today, members can explore the experiences through a dedicated New York Fashion Week microsite, which will serve as the destination for the latest offerings, event details and entry to the Encore Market.
Members will be able to unlock a rotating lineup of experiences across the city, including access to fashion shows from Alice + Olivia, Grace Ling, Kim Shui, KidSuper and Sandy Liang; a behind-the-scenes atelier tour with Anna Sui; a Norma Kamali installation; a daytime dance party with VA$HTIE; and tickets to one of
Encore will also unlock special opportunities for members at select Gap and Banana Republic moments taking place around Fashion Week, with additional experiences and details to be revealed by each brand.
The takeover will culminate September 14 with Encore After Hours, an intimate member event at the iconic Cherry Lane Theatre hosted by Gap Inc. EVP & Creative Director, Zac Posen, in partnership with Rolling Stone, featuring special guests, conversation and a live performance by singer-songwriter Gigi Perez.
"Encore gives members more value beyond traditional rewards, with access to coveted cultural moments, exclusive drops and experiences they can't get anywhere else," said Kevin Meiners, Head of Loyalty and Payments at Gap Inc. "For so many fashion lovers, Fashion Week is something they experience from afar. Encore gives our members a chance to be part of it. And as we build new partnerships, we'll continue unlocking even more unique experiences for our members. We're just getting started."
Encore is one of the largest membership programs in
The Encore credit card unlocks the program's All-Access tier, giving cardmembers priority access to select experiences and enhanced benefits. Encore Mastercard® cardmembers earn five times the points at Gap Inc. brands and three times the points on eligible retail apparel purchases elsewhere.
New York Fashion Week experiences will be available in limited quantities, with select cardmember experiences available through direct invitation. Members can explore the full lineup at encoremembership.com/nyfw and redeem experiences through the Encore Market on Old Navy, Gap, Banana Republic and Athleta apps and websites. Eligibility, availability and additional terms vary by experience.
About Gap Inc.
Gap Inc., a purpose-driven house of iconic brands, is the largest specialty apparel company in America. Its Old Navy, Gap, Banana Republic, and Athleta brands offer clothing, accessories and lifestyle products for men, women and children worldwide through company-operated and franchise stores and e-commerce sites. Through Encore, its cross-brand membership program, Gap Inc. connects members across its portfolio to rewards, benefits and exclusive experiences. Since 1969, Gap Inc. has created products and experiences that shape culture while doing right by employees, communities and the planet. For more information, please visit www.gapinc.com.
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SOURCE Gap Inc.