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Gap comparable sales surge after viral ‘Milkshake’ denim ad with Katseye

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Gap comparable sales surge after viral ‘Milkshake’ denim ad with Katseye


Shoppers walk past a GAP fashion retail store on Oxford Street on October 30, 2025 in London, United Kingdom.

John Keeble | Getty Images News | Getty Images

Apparel retailer Gap said Thursday its comparable sales rose 5% during the fiscal third quarter, driven by strong revenue at its namesake brand after its viral “Better in Denim” campaign with girl group Katseye. 

Putting aside pandemic-related spikes, the rise in comparable sales is the strongest growth for Gap since its fiscal 2017 holiday quarter and is well ahead of Wall Street expectations of 3.1%, according to StreetAccount. 

In an interview with CNBC, CEO Richard Dickson said the company hasn’t needed to discount as often to sell products, it’s winning customers from all income cohorts and it’s seeing a “great start” to the holiday shopping season. 

“While external data points to macro pressure, particularly on the low-income consumer, our customers are finding our price value, [and] our styles are breaking through the competitive landscape,” said Dickson. “Our product is resonating. So we’re very confident as we head into the holiday season.” 

Shares of Gap rose 5% in extended trading Thursday.

Here’s how the largest specialty apparel company in the U.S. performed during the quarter compared with what Wall Street was anticipating, based on a survey of analysts by LSEG:

  • Earnings per share: 62 cents vs. 59 cents expected
  • Revenue: $3.94 billion vs. $3.91 billion expected

The company’s net income during the three months ended Nov. 1 declined nearly 14% to $236 million, or 62 cents per share, compared with $274 million, or 72 cents per share, a year earlier. 

Sales rose to $3.94 billion, up 3% from $3.83 billion a year earlier. 

For Gap’s fiscal year, which is slated to end around early February, the company is now guiding to the high end of its previously released sales forecast, expecting sales to rise between 1.7% and 2%, in line with analyst expectations. It previously expected sales to rise between 1% and 2%.

The company is now expecting its full-year operating margin to be around 7.2%, compared to its previous range of between 6.7% and 7%. The forecast includes the impact of tariffs, estimated to be between 1 and 1.1 percentage points. 

Comparable sales across Gap, which owns its namesake banner, Old Navy, Athleta and Banana Republic, have been positive now for seven straight quarters. Under Dickson, the company has been as focused on boosting profitability and fixing operations as it has been on reigniting cultural relevance, which has led to sustained sales growth across the portfolio. 

Gap’s profitability had been growing, too, as a result, but now that it’s facing tariffs, the retailer’s gross margin and net income are both taking a hit. During the quarter, Gap’s gross margin fell 0.3 percentage points to 42.4% but still came in higher than expectations of 41.2%, according to StreetAccount. 

The 14% decline in Gap’s net income was primarily related to tariffs, finance chief Katrina O’Connell said in an interview. 

Gap’s better-than-expected results come as apparel sales remain generally soft across the industry and consumers pull back on nice-to-have items like new clothes in favor of necessities.

Aside from clear value players like Walmart and TJX Companies, earnings so far this season have been muted, with some companies blaming macroeconomic conditions and expressing caution about the holiday season. 

Dickson said Gap’s varied portfolio gives it a hedge in uncertain economic times because it can capture shoppers in a variety of different places. 

“Our portfolio appeals to a wide range of consumers, which is giving us great flexibility in today’s environment,” said Dickson. 

Here’s a closer look at how each of the company’s brands performed:

Gap 

Gap’s namesake brand has been the focus of Dickson’s turnaround strategy since he took the helm as CEO just over two years ago.

During the quarter, comparable sales rose a staggering 7% – more than double the 3.2% gain analysts had expected, according to StreetAccount. Revenue rose 6% to $951 million.

During the quarter, Gap released its viral “Milkshake” campaign, featuring the early-aughts Kelis song and members of the Katseye pop group. The campaign helped sales, but Dickson said Gap brand’s growth is “a story about consistency” and a mix of better product, marketing and partnerships. 

Old Navy 

Sales at Old Navy, Gap’s largest brand by revenue, rose 5% to $2.3 billion with comparable sales up 6%, far better than the 3.8% that analysts surveyed by StreetAccount expected. The company said it saw growth in key categories like denim, activewear, kids and baby. 

Banana Republic 

The elevated, work-friendly brand is still in turnaround mode but saw sales grow 1% to $464 million during the quarter with comparable sales up 4%, better than the 3.2% gain analysts had expected, according to StreetAccount.

This was the second quarter in a row Banana reported positive comparable sales, which the company attributed to better marketing and product. 

Athleta 

Both revenue and comparable sales at Athleta were down a whopping 11% to $257 million, an eyesore on Gap’s otherwise better-than-expected results.

Dickson has repeatedly said Athleta is in a reset year, but how long that reset will take remains unclear.

“We have been disappointed in the trend. We understand there’s a lot of work to do, but I really do believe in the brand,” said Dickson. “I believe in the leadership and we will continue to build this brand for the long term. It does deserve it.”



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Serial rail fare evader faces jail over 112 unpaid tickets

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Serial rail fare evader faces jail over 112 unpaid tickets


One of Britain’s most prolific rail fare dodgers could face jail after admitting dozens of travel offences.

Charles Brohiri, 29, pleaded guilty to travelling without buying a ticket a total of 112 times over a two-year period, Westminster Magistrates’ Court heard.

He could be ordered to pay more than £18,000 in unpaid fares and legal costs, the court was told.

He will be sentenced next month.

District Judge Nina Tempia warned Brohiri “could face a custodial sentence because of the number of offences he has committed”.

He pleaded guilty to 76 offences on Thursday.

It came after he was convicted in his absence of 36 charges at a previous hearing.

During Thursday’s hearing, Judge Tempia dismissed a bid by Brohiri’s lawyers to have the 36 convictions overturned.

They had argued the prosecutions were unlawful because they had not been brought by a qualified legal professional.

But Judge Tempia rejected the argument, saying there had been “no abuse of this court’s process”.



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John Swinney under fire over ‘smallest tax cut in history’ after Scottish Budget

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John Swinney under fire over ‘smallest tax cut in history’ after Scottish Budget



John Swinney has been pressed over whether this week’s Scottish Budget gives some workers the “smallest tax cut in history” – with Tory leader Russell Findlay branding the reduction “miserly” and “insulting”.

The Scottish Conservative leader challenged the First Minister after Tuesday’s Holyrood Budget effectively cut taxes for lower earners, by increasing the threshold for the basic and intermediate bands of income tax.

But Mr Findlay said that would leave workers at most £31.75 a year better off – saying this amounts to a saving of just £61p a week

“That wouldn’t even buy you a bag of peanuts,” the Scottish Tory leader said.

“John Swinney’s Budget might even have broken a world record, because a Scottish Government tax adviser says it ‘maybe the smallest tax cut in history’.”

Raising the “miserly cut” at First Minister’s Questions in the Scottish Parliament, Mr Findlay demanded to know if the SNP leader believed his “insulting tax cut will actually help Scotland’s struggling households”.

The attack came as the Tory accused the SNP government of increasing taxes on higher earners, with its freeze on higher income tax thresholds, which will pull more Scots into these brackets.

This is needed to pay for the “SNP’s out of control, unaffordable benefits bill”, the Conservative added.

Mr Findlay said: “The Scottish Conservatives will not back and cannot back a Budget that does nothing to help Scotland’s workers and businesses.

“It hammers people with higher taxes to fund a bloated benefits system.”

Hitting out at Labour – whose leader Anas Sarwar has already declared they will not block the government’s Budget – Mr Findlay said: “It is absolutely mind-blowing that Labour and other so-called opposition parties will let this SNP boorach of a budget pass.

“Don’t the people of Scotland deserve lower taxes, fairer benefits and a government focused on economic growth?”

Mr Swinney said the Budget “delivers on the priorities of the people of Scotland” by “strengthening our National Health Service and supporting people and businesses with the challenges of the cost of living”.

He insisted income tax decisions in the Budget would mean that in 2026-27 “55% of Scottish taxpayers are now expected to pay less income tax than if they lived in England”.

The First Minister went on to say that showed “the people of Scotland have a Government that is on their side”.

Referring to polls putting his party on course to win the Holyrood elections in May, the SNP leader added that “all the current indications show the people of Scotland want to have this Government here for the long term”.

Benefits funding is “keeping children out of poverty”, he told MSPs, adding the Budget contained a “range of measures” that would build on existing support.

The First Minister said: “What that is a demonstration of is a Government that is on the side of the people of Scotland and I am proud of the measures we set out in the Budget on Tuesday.”

Meanwhile he said the Tories wanted to make tax cuts that would cost £1 billion, with “not a scrap of detail about how that would be delivered”.

With the weekly leaders’ question time clash coming less than 48 hours after the draft 2026-27 Budget was unveiled, the First Minister also faced questions from Scottish Labour’s Anas Sarwar, who insisted that the proposals “lacks ambition for Scotland”.

Pressing his SNP rival, the Scottish Labour leader said: “While he brags about his £6 a year tax cut for the lowest paid, one million Scots including nurses, teachers and police officers face being forced to pay more.

“Even his own tax adviser says this is a political stunt. So why does John Swinney believe that someone earning £33,500 has the broadest shoulders and therefore should pay more tax in Scotland?”

Mr Swinney, however, said that many public sector workers would be better off in Scotland.

He told the Scottish Labour leader: “A band six nurse at the bottom of the scale will take home an additional £1,994 after tax compared to the same band in England.

“A qualified teacher at the bottom of the band will take home £6,365 more after tax in Scotland than the equivalent in England. There are the facts for Mr Sarwar.”



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BP cautions over ‘weak’ oil trading and reveals up to £3.7bn in write-downs

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BP cautions over ‘weak’ oil trading and reveals up to £3.7bn in write-downs



BP has warned it expects to book up to five billion dollars (£3.7 billion) in write-downs across its gas and low-carbon energy division as it also said oil trading had been weak in its final quarter.

The oil giant joined FTSE 100 rival Shell, after it also last week cautioned over a weaker performance from trading, which comes amid a drop in the cost of crude.

BP said Brent crude prices averaged 63.73 dollars per barrel in the fourth quarter of last year compared with 69.13 dollars a barrel in the previous three months.

Oil prices have slumped in recent weeks, partly driven lower due to US President Donald Trump’s move to oust and detain Venezuela’s leader and lay claim to crude in the region, leading to fears of a supply glut.

In its update ahead of full-year results, BP also said it expects to book a four billion dollar (£3 billion) to five billion dollar (£3.7 billion) impairment in its so-called transition businesses, largely relating to its gas and low-carbon energy division.

But it said further progress had been made in slashing debts, with its net debt falling to between 22 billion and 23 billion dollars (£16.4 billion to £17.1 billion) at the end of 2025, down from 26.1 billion dollars (£19.4 billion) at the end of September.

It comes after the firm’s surprise move last month to appoint Woodside Energy boss Meg O’Neill as its new chief executive as Murray Auchincloss stepped down after less than two years in the role.

Ms O’Neill will start in the role on April 1, with Carol Howle, current executive vice president of supply, trading and shipping at BP, acting as chief executive on an interim basis until the new boss joins.

Ms O’Neill’s appointment has made history as she will become the first woman to run BP – and also the first to head up a top five global oil company – as well as being the first ever outsider to take on the post at BP.

Shares in BP fell 1% in morning trading on Wednesday after the latest update.



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