Gap Inc. Turns New York Fashion Week Into a Member-Only Experience

The initiative marks a significant expansion for the Encore program, which spans Gap, Old Navy, Banana Republic, and Athleta. Members can use the dedicated microsite to secure spots at high-profile runway events featuring Alice + Olivia, Kim Shui, and KidSuper. Beyond the catwalks, the company has curated niche experiences, including an atelier tour with Anna Sui and an installation by Norma Kamali.

The six-day takeover concludes September 14 at the Cherry Lane Theatre with an "Encore After Hours" event. Hosted by Gap Inc. Creative Director Zac Posen in collaboration with Rolling Stone, the evening features a performance by singer-songwriter Gigi Perez. Kevin Meiners, head of loyalty and payments at Gap Inc., noted that the strategy is designed to offer value beyond traditional retail rewards by granting entry to events typically shielded from the public.

This push into "fashiontainment" leverages the scale of one of the largest apparel loyalty programs in the U.S. While standard members gain access through the Encore Market, those holding the Encore Mastercard receive priority entry and enhanced benefits. The company views this week as a blueprint for future experiential marketing, signaling a move to integrate its massive member base directly into the cultural calendar.