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Turning Gap digital-first.

Improving efficiency for Gap’s store management on a global scale

Global partners with creative DNA.

Style and innovation are ingrained into The Gap Inc’s DNA. As a global business, there are challenges experienced across the network that could save headaches for local teams and central management.

Gap’s franchise business teams worked with Reason to deliver an interface for managing in-store brand experience across 400+ franchised stores in 40 different countries.

Our Role.

Digital Strategy, Product Design, Development


Mobile, Tablet, Desktop App

What happened.


efficiency saving: process reduced from 4 hours to 1 hour


stores, in 220+ Countries and Regions in 6 months

6 weeks

to Minimum Viable Product

Sometimes the customer is your own team.

Gap employees in store had expressed the need for a simple system to understand the latest visual merchandising direction in the context of their own store, so they could execute delivered components onto the store floor as fast as possible. This allowed them to sell the latest stock to customers visiting the store as soon as it was launched - delivering great service to their customers.

Gap’s central teams wanted to bring agility, collaboration and transparency to the communication of seasonal merchandising plans and store layouts for stores globally.

The customer is always right.

Teaming up with store staff and the Gap global team we designed a service transforming visual merchandising from a paper-based system with little two-way interactivity to a responsive platform allowing dialogue between local teams and the global creative directors, reducing rollout times of seasonal visual merchandising plans from hours to minutes.

By using design principles familiar to users from their own lives, it was possible to design a service that required little training and could be used in all markets.

Reason created the intuitive and mission-critical platform in partnership with Gap’s in-house digital product team, sharing knowledge to give Gap the technology, design and delivery skills needed to support the app in use, and transform their business.

Saving time & looking good.

Since the launch of ‘MyStore’, the consistency of visual merchandising across all stores improved. The service, architected to allow for quick iteration and scalability to support global rollout, delivers real-time data back to the global team, facilitating strategic decision-making.

After testing with a core set of stores, MyStore has been rolled out across the entire portfolio of Gap Inc companies.

Key stats.

  • MVP to market: 6 weeks, 5 stores
  • Partner roll out: 3 months, 100 stores for 5 franchise partners
  • Full rollout: 6 months, 400+ stores, in 40 Countries
  • Franchise and phased corporate rollout: 2000+ stores in 220+ countries and regions
  • Reduced process from 4 hours to 1 hour

In early projects, we saw Reason’s ability to cut through Gap’s internal bureaucracy, to significantly accelerate our product launch process. Even in times of crisis they act decisively and with a transparency that engenders trust. As a result we are now collaborating to redefine how Gap Inc. get products to market, across all brands, globally.

Mark Stevens

Senior Director