Gap Inc. Launches Encore, A New and More Rewarding Loyalty Experience for Lovers of Fashion & Entertainment: Gap Inc. has officially launched Encore, a reimagined loyalty program designed to deliver deeper engagement, exclusive access, and meaningful rewards for fashion-forward consumers. The new membership experience connects shoppers to the company’s iconic brands — Old Navy, Gap, Banana Republic and Athleta — while blending fashion, entertainment, and culture into a single rewards ecosystem.
The launch positions Encore among the largest loyalty programs in U.S. apparel retail, building on a house file of nearly 40 million active members across its portfolio.
Fashion Meets Entertainment: The Rise of “Fashiontainment”
Gap Inc.’s customer research revealed a clear shift in consumer expectations. Today’s shoppers are seeking earlier access, curated experiences, and rewards that feel intentional and easy to use. Encore was built to respond to that demand.
“Fashion is entertainment, and today’s customers aren’t just buying apparel — they’re buying into brands that shape culture and tell compelling stories,” said Richard Dickson, President and CEO of Gap Inc. “Encore connects our brands and partnerships in new ways to change how customers engage.”
The company’s new strategy centers on its “Fashiontainment” platform, merging style with storytelling through partnerships with global entertainment leaders such as Disney, NBCUniversal and AMC Theatres.
Pam Kaufman, Chief Entertainment Officer at Gap Inc., emphasized that the program transforms screen and stage moments into accessible lifestyle experiences — from early product drops and exclusives to cultural collaborations that cannot be found elsewhere.
Adding to the entertainment dimension, Universal Products & Experiences will collaborate with Gap Inc. to extend iconic stories and franchises into fashion-driven experiences.
Encore Member Benefits: Access, Style and Savings
Encore introduces a refreshed tier system — Core, Premier, and All-Access — offering flexible earning structures, enhanced benefits, and lower spend thresholds for Premier members.
Key Benefits Include:
- Early access to select products and exclusive drops
- Invitations to brand moments and entertainment partnerships
- Enhanced points flexibility
- Extended return benefits
- Birthday bonuses
- Members-only curated content
The program also debuts the Encore Market, a rotating digital marketplace featuring:
- Never-before-sold items
- Limited-run products
- Signed merchandise
- Exclusive brand experiences
At launch, members can enter for opportunities such as flying to New York City to visit Zac Posen’s studio and learn about his creative inspiration firsthand.
Additionally, members may donate rewards to select charitable organizations, turning everyday purchases into collective social impact.
Seamless Digital Experience
Encore benefits are fully integrated across each brand’s app and website, making it easy for members to:
- Track rewards
- Redeem points
- Discover exclusive content
- Unlock experiential access
Existing loyalty members are automatically transitioned into Encore, with previously earned points carried forward under the updated system.
Now Live Across the United States
Encore is now live across the United States, with enrollment available both online and in stores at Old Navy, Gap, Banana Republic and Athleta locations nationwide.
As fashion and entertainment increasingly intersect, Gap Inc.’s Encore loyalty program aims to redefine how consumers participate in culture — not just by wearing it, but by experiencing it.
