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Promising to move promises move beyond “transactional affiliate programs,” Gap Inc. has launched a new creator affiliate and advocacy platform to help influencers drive engagement and earn commission while steering their social media followers to the company’s four banner websites: Old Navy, Gap, Banana Republic, and Athleta.
The program offers numerous potential stories to craft content-driven postings around, including early access to new releases, product seeding, and exclusive promos, “as well as content collaboration opportunities and the ability for creators and their content to be amplified across paid, social, and brand-owned channels.”
Newsletters and creator spotlights will also be included to support community building.
Gap noted that the platform launches as its Gap brand’s “Better in Denim” campaign, starring global girl group KATSEYE, became Gap’s most successful social media campaign to date, driving more than 600 million views and over 8 billion impressions in one month.
Gap Inc. also recently announced plans to expand its accessories and beauty assortments, introduced a Zac Posen’s GapStudio collection at the Gap chain, and announced an upcoming collaboration with American designer Anna Sui for Old Navy.
Damon Berger, head of digital engagement at Gap Inc., said, “By balancing creator convenience and empowerment with rich brand storytelling, this new program will position us to build closer relationships with creators, amplify their content across all our channels, and leverage data-driven insights to deliver greater impact at scale.”
Can Gap Leverage the Age of the Influencer, Despite Potential Market Maturity?
Influencer marketing is on the rise, with 69% of U.S. marketers planning to partner with more influencers this year, according to Sprout Social’s 2025 State of Influencer Marketing report. The research found influencers encourage 86% of customers to make at least one purchase a year, and inspire 49% to buy monthly. Content that drives purchases includes genuine reviews, 64%; discount codes, 55%; and multiple influencers posting about the same product (26%).
Modern Retail noted that similar creator platforms launched this year from Best Buy and Lowe’s “exhibit an evolution beyond affiliate links and toward more personalized shoppable content, measurability and new ways to compensate creators."
Best Buy and Lowe’s both allow influencers to create customizable storefronts linked to each retailer’s website. Said Jennie Weber, CMO at Best Buy, “We’re excited to launch the Best Buy Creator program and empower creators to turn their passion and authenticity into a shoppable retail experience that’s fun, inspirational and convenient.”
Condé Nast, the parent of 'Vogue, GQ, Wired, and other consumer titles, in September announced the planned launch of Vette, a platform that lets creators build their own e-commerce sites -- using a marketplace model to avoid requiring affiliate links that send followers to purchase on brand and retailer sites.
Lisa Aiken, Vogue’s executive fashion director and Condé Nast’s SVP of commerce, told Vogue Business, “Affiliate is high friction. This will make it more seamless to find something on social media and then purchase it.”