Over two decades ago, Gap was American fashion. Its signature logo hoodies were seen everywhere, and its marketing attracted big names like Sarah Jessica Parker and Madonna. Now in 2020, a year that will go down in history, the American mall is a dying breed. It is predicted that between 20% and 25% of malls in the U.S. will close by 2022. Outside of the pandemic, “a lot of a struggle has been about their brand and this lack of clarity in the current stage,” said Kalinda Ukanwa, assistant professor of marketing at the University of Southern California Marshall School of Business. “What is it that they stand for, and how are they relevant to the target market?” Consumers are now more than ever really looking for the brand that represents quality and trustworthiness and that has been amazing momentum builder for Gap, but how do they build this brand to be one of the leaders again?