Gap Inc. to go big with ‘takeover’ of New York Fashion Week
Gap Inc. is offering members of its cross-brand Encore loyalty program a special activation tied to a major fashion event in September.
The apparel giant is holding a six-day New York Fashion Week “takeover" for Encore members. Starting Sept. 9, Encore will give members new ways to experience fashion, culture and entertainment through runway shows, designer experiences, live music and exclusive events across New York City, the company said.
In February, Gap Inc. launched Encore, its rebranded loyalty offering. The program combines traditional rewards and savings with early product access, exclusive drops, curated content and experiences. It has more than 40 million active members across Gap, Old Navy, Banana Republic and Athleta.
As part of the activation, members will be able to unlock a rotating lineup of experiences across the city, including access to select fashion shows, a behind-the-scenes atelier tour with designer Anna Sui, a Norma Kamali installation and more.
The takeover will culminate Sept. 14 with “Encore After Hours,” a member event at the iconic Cherry Lane Theatre hosted by Gap Inc. executive VP and creative director, Zac Posen, in partnership with Rolling Stone. The event will feature special guests, conversation and a live performance by singer-songwriter Gigi Perez.
Encore will also unlock special opportunities for members at select Gap and Banana Republic “moments” taking place around Fashion Week. Additional experiences and details will be revealed by each brand.
The 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 the retailer’s dedicated New York Fashion Week microsite, and redeem experiences through the Encore Market on Old Navy, Gap, Banana Republic and Athleta apps and websites.
“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."
[READ MORE: Gap goes Hollywood — taps former Paramount exec as chief entertainment officer]
The company said New York Fashion Week is the latest example of how Encore is bringing Gap Inc.'s “fashiontainment” strategy to life for its customers. The effort is being led by former Paramount executive Pam Kaufman who was appointed to the newly-created role of executive VP, chief entertainment officer in January.
