Gap Inc. has opened its creator program to employees, allowing corporate, distribution, and store staff to apply as influencers for its brands—Old Navy, Gap, Athleta, and Banana Republic.
The retailer expanded the program Wednesday, nearly a year after launching it for external creators. Staff who join will receive guidelines on transparency, disclosure, and brand standards. They will also have opportunities to create content for newsletters, social media, and product storytelling.
The program was initially limited to creators aged 18 and older with at least 1,000 followers on a single platform. Since its October debut, it has reached nearly 154 million consumers across almost 30,000 posts.
Damon Berger, senior vice president of marketing shared services at Gap Inc., stated employees understand the brands, products, and customers better than anyone. The expansion allows them to earn commission and free products while sharing what they enjoy.
Other retailers have adopted similar approaches. In January, David’s Bridal launched its “David’s Style Squad,” paying retail associates commissions of 5% to 15% on net sales, with some earning up to 20%.
Companies now rely on internal advocates to make their brands feel more personal. Employees already know the products and culture, so their endorsements often appear more natural than traditional influencer partnerships. However, over-commercialization could make their content seem less authentic.
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Gap’s digital growth strategy includes more than its creator program. The brand has used nostalgia-driven ads, such as a denim campaign featuring girl group Katseye dancing to Kelis’ “Milkshake.” It also collaborated with Hailey Bieber on a limited-edition denim capsule.
Some campaigns have faced criticism. A recent Happy Stripe collection drew complaints online for its polyester fabric and printed mirage loops. Shoppers and influencers called it overpriced for the quality.
Gap Inc. reported a 1% increase in first-quarter net sales to $3.5 billion. The namesake Gap brand outperformed its sister labels, with net sales rising 10% year over year to $796 million. Old Navy and Banana Republic each saw a 1% increase, while Athleta’s sales dropped 12% to $270 million.
CEO Richard Dickson said during a May earnings call that Gap is regaining cultural relevance. He pointed to momentum from product and storytelling. The creator program’s expansion shows the company is reinforcing this approach, though its long-term effects are unclear.
Employees who join must balance their regular work with content creation. This challenge may reveal how well corporate influence blends with personal expression.
Staff participation could help bridge the gap between brand messaging and genuine enthusiasm.
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