Gap Inc. is organizing what the company describes as a « prise de contrôle » of New York Fashion Week, orchestrated through Encore, its loyalty program shared across the Old Navy, Gap, Banana Republic and Athleta brands, according to WWD. The activation runs from September 9 to 14 and is meant to offer members new ways to experience fashion, culture and entertainment in the city.
The operation builds on the launch of the Encore program last February, which overhauled the group's former loyalty program. Since then, Encore claims nearly 40 million active members across all of Gap Inc.'s brands.
Starting Monday, a dedicated microsite lets members discover the full list of events: runway shows by Alice + Olivia, Grace Ling, Kim Shui, KidSuper and Sandy Liang, a workshop visit with Anna Sui, a Norma Kamali installation, a daytime dance party hosted by Va$htie, as well as tickets to a highly sought-after concert residency in the city. The same microsite serves as the entry point to the Encore Market, where members can redeem their points.
Access designed for Encore cardholders
The Encore Mastercard credit card unlocks the « All-Access » tier of the program, giving its holders priority access to certain experiences and enhanced benefits. These cardholders earn five times more points at Gap Inc.'s brands, and three times more on eligible apparel purchases elsewhere. Encore is also expected to offer special opportunities during Gap and Banana Republic « moments » throughout Fashion Week, with each brand set to reveal further details.
The takeover culminates on September 14 with « Encore After Hours », an intimate, members-only event at the Cherry Lane Theatre, hosted by Zac Posen, executive vice president and chief creative officer of Gap Inc., in partnership with Rolling Stone. The evening includes special guests, conversations and a performance by singer-songwriter Gigi Perez.
According to Gap Inc. executives, this New York activation is the latest example of how Encore is advancing the group's « fashiontainment » platform. Kevin Meiners, head of loyalty and payments at Gap Inc., said Encore offers « more value beyond traditional rewards, with access to coveted cultural moments, exclusive drops and experiences they can't get anywhere else ». He added that for many fashion lovers, fashion week remains something experienced from afar, and that Encore gives members the chance to be part of it, before concluding that the group will continue to unlock unique experiences as new partnerships develop, stating that Gap Inc. « ne fait que commencer ».
