I'm David Brown, and this is Business Wars. When you think of the gap, what comes to mind?

You picture the iconic navy blue drawstring shopping bags, or maybe Sharon Stone wearing a Gap sweater on the red carpet?

Or perhaps you're calling up the scent of their dream perfume.

For many elder millennials, memories of the Gap call up fond nostalgic feelings.

But for the teens coming of age in the mid-2000s,

well, the Gap was just another store at the mall,

often passed over for the fast-fashioned trailblazers like Forever 21 or H&M.

And for Gen Z, the company's hoping that this new generation thinks of it is the brand behind the viral ads with the hottest celebrities.

The most recent? That Better in Denham dance ad

from this past August that got nearly 400 million views in its first few days. Everyone online was

trying to learn the choreography, which was set to milkshake by Kalees. We go five, six, seven,

eight, one and two and three, and roll down, middle, and ta, ta, up.

Gap even posted its own dance tutorial with instructions from the original choreographer, and that too blew up.

Hey guys, it's Robbie Blue, and I'm going to teach you my choreo to milkshake.

Here we go.

The company's CEO Richard Dixon is behind the push to regain

cultural relevance. Dixon joined the company in 2023, and so far, his approach seems to be working.

Dixon is the mastermind behind the revival of the Barbie brand. And the question on everyone's

minds is whether he can lead Gap to a similar comeback.

Joining us to talk about that, Jordan Holman, a retail reporter at the New York Times.

She's helping us analyze whether Gap can keep this energy going and return it to the powerhouse

it once was. Later, we're diving deeper into Gap Incorporated's biggest moneymaker, Old Navy.

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