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Why The Gap Is Betting Its Future on the Kanye Effect

A deal with Kanye West worked for Adidas. Can it save Gap from bankruptcy?

Kanye West attends the 2020 Vanity Fair Oscar Party.
Photo: Rich Fury/VF20/Vanity Fair/Getty Images

Imagine the collective sigh of relief from Gap Inc.’s employees and shareholders on June 26. After a Bangladesh factory scandal, a bungled collaboration with designer Telfar Clemens, and employee layoffs and furloughs, their stock price spiked 42% in…




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Herbert Lui

Herbert Lui

Covering creativity for professionals, hobbyists, and the rest of us. Author of ‘Creative Doing.’ (May 16, 2022). Pre-order:

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