Gap Inc. has launched Encore, a new membership program with an enriched package of benefits and savings, and ways for shoppers to engage deeper with the Gap, Old Navy, Banana Republic and Athleta brands.
Encore benefits for members include early access to select new Gap Inc. styles, limited runs and product offerings done in collaboration with third parties in fashion, entertainment and culture.
Encore will offer “clear, intentional savings that complement everyday value,” Gap Inc. indicated. “Points, rewards and benefits remain simple and easy to use, while higher tiers unlock enhanced value over time, rewarding both engagement and long-term relationships.” There are three tiers of membership based on spend: core, premier and all-access.
The new loyalty program is a collaboration between Gap Inc., Barclays and Mastercard. One key feature is that points earned can be used at certain non-Gap Inc. apparel retailers that accept Mastercard. With the new Encore Mastercard, members earn five times the points at Gap Inc. brands, three times the points on eligible apparel purchases at other retailers designated by Mastercard, and one times points everywhere else Mastercard is accepted. A consumer doesn’t need the Encore Mastercard to be a member of Gap’s Encore loyalty program.
The program is an extension of Gap Inc.’s efforts to associate with “fashiontainment” and pop culture. Encore is providing chances to win experiences in fashion, film, music, sports, travel and food created in conjunction with Gap Inc. partners Disney, NBCUniversal, Live Nation and AMC Theatres.
Among the upcoming prizes, through NBCUniversal, a trip for two to Japan in celebration of the “Super Mario Galaxy” movie premiere and Gap’s Super Mario Galaxy Movie Collection, including a visit to Universal Studios Japan, a Gap Japan shopping spree and movie tickets.
There will also be a chance to win a flight to New York City and visit with Zac Posen, executive vice president and creative director of Gap Inc., at his atelier, and receive a styling session with a Gap stylist, and a $2,500 shopping spree.
Gap Inc. executives describe what’s being offered as “meaningful moments” intertwining consumers in fashion and entertainment. The Encore credit card unlocks the all-access tier, which provides cardmembers with priority access to select experiences and enhanced benefits.
Through Live Nation and AMC Theatres, points can be redeemed for movie and concert tickets. Members will also receive extended return benefits and birthday bonuses, and can donate rewards to select charitable organizations.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture and tell compelling stories,” Richard Dickson, president and chief executive officer of Gap Inc., said in a statement Tuesday. “Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands. By bringing fashion, entertainment and access together, we are building momentum, deepening relationships and creating long-term value across our portfolio.”
“Encore is a powerful new tool to bring our fashiontainment platform to life,” added Pam Kaufman, Gap Inc.’s chief entertainment officer. “Through partners like Disney, NBCUniversal and AMC Theatres, we can translate what people love on screens and stages into experiences they can actually access — from early drops and exclusives to cultural moments you can’t get anywhere else. It’s a new way to participate in entertainment through style, and to feel closer to our brands.” Kaufman, who starting working at Gap Inc. in early February, was formerly Paramount’s president and CEO of international markets, global consumer products and experiences.
“Fans no longer just watch culture unfold — they live it, celebrate it and want to be part of it. Encore unlocks the power of Universal’s iconic stories, transforming unforgettable entertainment moments into new experiences,” Vince Klaseus, president, Universal Products and Experiences, said in his statement.
Gap Inc.’s rebranded loyalty program is one of the largest in U.S. apparel retail, with a house file of nearly 40 million active members, considered those shopping a Gap Inc. brand at least once a year. Existing loyalty members are automatically transitioned into Encore, with any previously earned points carried forward under the new point system. All members will see updates to how they earn, redeem and access benefits.
“The Encore credit card represents a new standard for loyalty in fashion retail,” Denny Nealon, CEO of Barclays U.S. Consumer Bank, said in a statement. “By rewarding customers not only at Gap Inc. brands, but also on apparel purchases across the broader market, the program puts customers who truly love fashion and style at the center and supports the long-term view of loyalty built on engagement that’s truly unique in the market.”
