Gap Inc. is reimagining customer loyalty with the launch of Encore, a new membership program designed to blend fashion, entertainment, and cultural experiences into a single platform. Announced February 24, the initiative marks a major evolution for one of the largest loyalty ecosystems in U.S. apparel retail, which already includes nearly 40 million active members.
Encore connects shoppers across Gap Inc.’s portfolio—Old Navy, Gap, Banana Republic, and Athleta—while expanding beyond traditional rewards programs. Instead of focusing solely on points and discounts, Encore introduces exclusive access to fashion drops, entertainment partnerships, and curated cultural experiences.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture,” said CEO Richard Dickson in a press release. That philosophy is at the core of Encore, which aims to deepen engagement by offering members opportunities tied to storytelling, design, and live experiences.
Through partnerships with major entertainment players like Disney, NBCUniversal, and AMC Theatres, members will gain access to experiences that bridge fashion and entertainment. These include early product releases, exclusive collaborations, and behind-the-scenes content that connects consumers more directly to the creative process.
The program introduces three membership tiers—Core, Premier, and All-Access—each offering increasing levels of benefits. While traditional perks like points, discounts, and birthday bonuses remain, Encore adds new features such as earlier access to collections, extended return windows, and curated digital content. A standout feature is the Encore Market, a members-only hub offering limited-edition items, unique experiences, and even charitable donation options.
Gap Inc. is also raising the stakes with the Encore credit card, developed in partnership with Barclays US Consumer Bank and Mastercard. The card rewards customers not only for purchases within Gap Inc.’s brands but also for apparel spending across the broader retail market—offering five times points on in-brand purchases and three times points elsewhere.
Encore is now live across the United States, with customers able to enroll online or in-store. Existing loyalty members have been automatically transitioned into the new system, carrying their points forward as the company ushers in a new era of customer engagement.