Gap Inc. has launched Encore, a rebranded loyalty program that will draw on the company’s file of nearly 40 million active members across its brands. In addition to the traditional points and awards, the three-tier Encore program will offer early access to select products and exclusive drops as well as brand experiences that extend fashion into moments beyond retail. As the program develops, these experiences will include behind-the-scenes views into how products are designed and made, styling advice and original storytelling.
In addition to encompassing the Gap, Old Navy, Athleta and Banana Republic brands, the Encore program will offer a Mastercard credit card from Barclays U.S. Consumer Bank that will provide users with rewards beyond the Gap ecosystem, rewarding apparel purchases from other brands with a 3X points bonus, with Gap Inc. purchases rewarded at 5X points.
“Encore is a powerful new tool to bring our Fashiontainment platform to life,” said Pam Kaufman, Chief Entertainment Officer at Gap in a statement. “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.” Kaufman was named to the newly created position in January, reporting directly to CEO Richard Dickson.
Three-Tier Structure for New Program
Existing loyalty members and their accumulate points will automatically be transferred into the Encore program, which will offer three tiers: Core, Premier and All-Access. Key changes include lower spend thresholds for Premier members, new points flexibility, extended return benefits and birthday bonuses. The Encore Mastercard immediately unlocks the All-Access tier, providing priority access to select experiences.
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Additionally, Gap is debuting the Encore Market, which will feature a rotating mix of members-only offerings from Gap brands and partners, many created specifically for Encore. These will include limited-run products, signed pieces and experiences such as a chance to fly to New York City and visit Zac Posen’s studio to hear about his inspirations. Members also can use the Encore Market to donate rewards to select charitable organizations.
Gap has been making moves to coordinate operations across its brands, debuting an affiliate and advocacy program for creators in October 2025.
“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. in a statement. “Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands.”
