Gap Inc. Launches Encore Loyalty Program Merging Fashion and Entertainment

Gap Inc. has officially unveiled "Encore," a comprehensive rebranding of its loyalty ecosystem designed to bridge the gap between traditional retail rewards and experiential entertainment. Launched on February 24, 2026, the program integrates the company’s four power brands—Gap, Old Navy, Banana Republic, and Athleta—into a unified platform aimed at nearly 40 million active members.

The initiative reflects a strategic pivot toward "fashiontainment," a concept spearheaded by CEO Richard Dickson and recently appointed Chief Entertainment Officer Pam Kaufman.

The Encore program replaces the previous cross-brand rewards structure with a tiered system—Core, Premier, and All-Access—designed to offer deeper personalization and community-driven rewards. Beyond standard point accumulation, the program emphasizes access to cultural moments, exclusive product drops, and storytelling content that connects shoppers to the brand’s creative processes.

The Shift to Fashiontainment

The launch of Encore is the latest move in Gap Inc.’s effort to reclaim its position at the center of the cultural zeitgeist. By partnering with industry giants like Disney, NBCUniversal, and AMC Theatres, Gap Inc. aims to transform the shopper journey from a transactional exchange into an immersive experience. Members will now have the opportunity to access early film-related merchandise drops and exclusive entertainment-themed events.

"Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture and tell compelling stories," stated Richard Dickson, President and CEO of Gap Inc. This strategy aligns with the broader retail trend of "retail-tainment," where brands leverage media partnerships to maintain relevance in a crowded digital landscape.

Tiered Benefits and Omnichannel Integration

The Encore structure is designed to reward frequent shoppers with increasing levels of utility and access. The "Core" tier is open to all customers, offering 5 points for every $1 spent and free shipping on orders over $50. The "Premier" tier, requiring a $350 annual spend, adds benefits such as a self-selected 15% discount day and extended return windows.

The "All-Access" tier is reserved for Encore Mastercard holders, who receive 25 points per $1 spent at Gap Inc. brands and 15 points per $1 at partner apparel brands. This credit card component, developed in partnership with Barclays and Mastercard, is positioned as a high-value tool for the dedicated apparel shopper, rewarding spending even outside the Gap Inc. portfolio.

Central to this new ecosystem is the "Encore Market," a rotating digital marketplace where members can redeem points for exclusive items, such as signed designer pieces or experiences like a visit to Zac Posen’s studio. This focus on "access" over mere "discounts" is a direct response to consumer research indicating a desire for more meaningful, intentional brand interactions.

Strategic Implications for the Retail Community

For the retail and supply chain community in Bentonville and beyond, Gap Inc.’s move underscores the growing importance of data-driven loyalty as a defensive moat. By migrating 40 million members into a single, tiered system, Gap Inc. gains significant first-party data, allowing for more precise inventory management and targeted marketing.

The integration of a Chief Entertainment Officer role further signals that the future of large-scale retail may depend as much on content production as it does on garment manufacturing. As omnichannel retail continues to evolve, the ability to maintain a consistent brand voice across digital apps, physical stores, and entertainment partnerships will be a key differentiator for legacy retailers.

As the program rolls out across the United States and Puerto Rico, industry analysts will be watching to see if this experiential approach can drive the long-term customer lifetime value required to sustain growth in a volatile global market.