Mission Statement, Vision, & Core Values (2026) of The Gap, Inc.

From its founding in 1969 by Donald and Doris Fisher to its current role as a global retail leader operating over 3,500 stores and a robust e-commerce platform, Gap Inc.-home to Gap, Banana Republic, Old Navy and Athleta-carries a corporate identity rooted in purpose and scale, employing approximately 82,000 people worldwide and traded on the S&P 400; at the heart of that identity are a mission-"Inclusive, by Design, leveraging the scale of our business and the strength of our brands to empower women, enable opportunity and enrich communities"-and a vision "to be a driving force in the industry, collectively building a more sustainable future for our business, global community, people and planet," both of which translate into core values like inclusivity, community engagement, integrity, innovation and a measurable sustainability agenda that includes a pledge toward 100% sustainable cotton and textile waste diversion, shaping strategy, product development and the company's investments in technology and people.}

The Gap, Inc. (GPS) - Intro

• Founded: 1969 (Donald and Doris Fisher)
• Headquarters: San Francisco, CA
• Global store footprint: 3,500+ locations
• Employees: ~82,000 (2025)
• Public listing: Traded and constituent of the S&P 400

• To democratize quality, style, and value - creating accessible apparel and lifestyle products that empower self-expression.
• To build brands that resonate across demographics while advancing inclusion and equity internally and externally.

• To be the most trusted and beloved multi-brand apparel company, recognized for inclusive design, sustainable practices, and community impact.
• To lead retail transformation by integrating digital-first experiences with responsible global sourcing and circularity.

• Inclusion & Belonging - prioritizing diverse teams, equitable policies, and products that reflect a broad spectrum of customers.
• Sustainability - committing to measurable environmental targets across materials, manufacturing, and operations.
• Customer-Centricity - designing experiences and assortments driven by customer data and feedback.
• Integrity & Accountability - transparent reporting, ethical sourcing standards, and measurable progress toward goals.
• Innovation - investing in digital, supply-chain efficiency, and product design to adapt to fast-changing retail dynamics.

• Brand portfolio optimization - balancing investment across Gap, Old Navy, Banana Republic, and Athleta to maximize market share and margin.
• Digital transformation - growing e-commerce penetration, with omnichannel fulfillment (buy online, pick up in store; ship-from-store) and personalization.
• Sustainability targets - increasing use of sustainable materials (e.g., organic cotton, recycled fibers), reducing greenhouse gas emissions across scopes 1-3, and improving water and chemical management in supply chains.
• Operational efficiency - improving gross margin via assortment rationalization, inventory turns, and supply-chain agility.
• Community & inclusion metrics - tracking workforce diversity, pay equity, supplier diversity, and philanthropic impact in key markets.

• Commit to reducing greenhouse gas emissions across operations and suppliers, with specific near- and long-term targets tied to science-based pathways.
• Increase share of sustainable materials in products and scale circular initiatives (resale, repair, recycling).
• Advance social programs for worker welfare in supply chains, and expand community investments supporting education and inclusion.

The Gap, Inc. (GPS) - Overview

The Gap, Inc. (GPS) mission - 'to be Inclusive, by Design, leveraging the scale of our business and the strength of our brands to empower women, enable opportunity and enrich communities' - serves as the compass for strategy, brand positioning, and stakeholder engagement. Rooted in founders Doris and Don Fisher's ethos of opportunity and community, the mission emphasizes diversity, gender empowerment, and community impact as core drivers of business decisions and resource allocation.

• Inclusive, by Design - embedding diversity and representation across product design, marketing, merchandising, leadership hiring, and supplier partnerships.
• Empowering women - targeted programs, supplier diversity initiatives, workforce development and leadership pipelines to increase women's economic opportunity.
• Enabling opportunity - investments in job training, retail career paths, and small-business supplier support to expand economic mobility.
• Enriching communities - philanthropy, community partnerships, and sustainability efforts aimed at improving social and environmental outcomes where the company operates.

Strategic alignment channels the mission into measurable programs and KPIs across brand portfolios (Gap, Old Navy, Banana Republic, Athleta, Janie and Jack). The following table summarizes key company-scale metrics that frame the mission's reach and operational footprint (figures approximate and reflect recent public disclosures and market data):

• Operational levers used to realize the mission:
  • Brand-level assortments and size inclusivity to reflect diverse body types and identities.
  • Supplier capacity-building and sourcing policies to promote women-owned and local suppliers.
  • Workforce programs: training, mentorship, advancement pathways, and equitable pay reviews.
  • Community investments: targeted grants, partnerships with NGOs, and localized engagement.

Financial and programmatic investments are increasingly tied to measurable social outcomes and investor expectations. For deeper investor-focused context on shareholder composition and financial positioning, see: Exploring The Gap, Inc. (GPS) Investor Profile: Who's Buying and Why?

The Gap, Inc. (GPS) - Mission Statement

• Leadership in sustainability: positioning The Gap, Inc. as an industry leader influencing peers, suppliers, and consumers.
• Collective action: emphasizes partnerships with suppliers, NGOs, governments, and customers to meet shared environmental and social goals.
• Comprehensive scope: commits to business resilience, community well‑being, employee welfare, and planetary health.
• Alignment with legacy values: builds on the company's longstanding focus on social responsibility and community engagement.
• Strategy and operations: the vision drives long‑term investments in sustainable materials, circularity, workplace equity, and climate action.

• Materials: ramping preferred fibers (recycled polyester, Better Cotton, organic cotton) and setting procurement percentage goals.
• Energy & emissions: transition plans for store and distribution center energy use, plus supplier engagement for Scope 3 reductions.
• Water & chemical management: jeans and dyeing initiatives to cut water and hazardous chemical usage in manufacturing hubs.
• Worker well‑being: factory‑level programs for wages, safety and grievance mechanisms; supplier monitoring and remediation.
• Community investment: philanthropic and community programs supporting education, disaster relief and workforce development.

• Material sourcing: incremental increases in Better Cotton and recycled materials across brand assortments year-over-year.
• Closed‑loop pilots: resale and take‑back trials across brands to extend garment life and reduce landfill contributions.
• Supplier transparency: expanded factory lists and supplier scorecards for social and environmental performance.
• Reporting: annual sustainability reports with metrics, progress updates, and targets tied to executive accountability.

• Board oversight: sustainability and corporate responsibility are part of board/stewardship committee agendas to align strategy and risk management.
• Capital allocation: investments prioritized for digital transformation, supply‑chain resilience, and sustainable product innovations to protect long‑term margins.
• Stakeholder engagement: active dialogue with investors, NGOs and customers to validate targets and report progress.

The Gap, Inc. (GPS) - Vision Statement

• Inclusivity & Representation: designs and assortments that serve a broad customer base across ages, sizes, cultures, and price points.
• Sustainability Leadership: ambitious targets to shift materials, reduce emissions, and minimize waste throughout the value chain.
• Community & Social Impact: ongoing investments in education, worker wellbeing, and local community programs.
• Integrity & Ethical Sourcing: enforceable codes of conduct across operations and suppliers to ensure fair labor and compliance.
• Innovation & Customer Experience: continuous investment in digital, omnichannel fulfillment, and product innovation to meet evolving shopper behaviors.

• Inclusivity - product breadth and marketing that reflect diverse body types, backgrounds, and price sensitivity; expanded size ranges and culturally resonant product lines.
• Diversity & Workplace Inclusion - targets and initiatives to increase representation at all levels, with employee resource groups and inclusive hiring practices.
• Sustainability - material commitments (100% sustainable cotton target), waste‑reduction pilots, energy efficiency and supplier engagement to reduce Scope 1-3 emissions.
• Community Engagement - multi‑year donations and partnerships focused on education and local community support, including grant programs and brand‑led volunteerism.
• Integrity & Compliance - a comprehensive code of conduct, supplier audits, corrective action programs, and public reporting to uphold labor, human rights, and ethical standards.
• Innovation - capital allocated to technology, data analytics, inventory optimization, and omnichannel fulfillment to improve conversion, reduce markdowns, and enhance customer retention.

• Capital allocation prioritized to digital transformation and inventory management to improve gross margins and ROIC.
• Investment in sustainable sourcing and circular initiatives that aim to lower long‑term input risk and meet consumer demand for responsible products.
• Programs to measure and report GHG reductions, water use, and waste diversion across supply chains to align with science‑based targets.

• Board oversight of sustainability, DE&I, and risk management; executive incentives tied to performance metrics including environmental and operational goals.
• Supplier Code of Conduct, regular audits, remediation plans, and transparency reporting to stakeholders.