Should Retailers Turn Employees Into Influencers? Gap Thinks So | Fast Five Shorts

According to Chain Storage, Gap Inc. Is expanding its creator, affiliate and social media advocacy program to its own employees across Old Navy, Gap, Banana Republic and Athleta, allowing eligible staff to earn commissions as brand influencers.

Gap Inc's creator program originally launched in October 2025 for US based creators 18 years or older with at least 1000 followers on a single platform such as TikTok or Instagram.

The the company says the program has already driven nearly 30,000 unique posts, reaching 154 million users.

Now, employees across Gap Inc. S offices, stores and distribution centers may apply to join, access social sharing tools and content opportunities, and participate in affiliate programs across all four brands, earning commissions and products.

Josh, do you think other retailers will follow suit and decide to turn their headquarter employees into paid creators as well as just as Gap appears to be doing?

Yeah, so I would say I think this is really smart and I think it's really fun too.

I mean, I spent a lot of time in the social space paying influencers, pushing paid and organic content and all that stuff.

And I think we're just in a different age now where people really look to each other rather than trusting marketing and media these days.

And, you know, not to mention, I think the people that work for these retailers buy more products than anybody else.

And so they're really the best advocates that you can have.

And so it's kind of like getting the inside scoop when you hear from current employees.

And it should be fun for everybody, Fun for customers, fun for employees.

My only hope is that they don't squash this great idea with some lame approval and review process that makes it seem less authentic and just makes it slow to market.

So overall, I think it's great.

Right.

So do you think other people will follow suit?

I think so.

Bite the apple.

You do.

It's a big number of people.

I mean, when I was at Meijer, there's 70,000 employees.

When you have those people as advocates for you or creators.

And I know this program's a little different, but I think, I think they should follow suit if they aren't going, you know, if they think about it.

Yeah, yeah, I 100 agree.

And I think the merchant side of this is really intriguing and I tease it at the outset.

Like, I've been talking about somebody doing this.

I can remember talking about this at Target when I was running home furnishings for Target.com like, I was like, why aren't we doing this?

Why aren't we putting the merchants out in front of the, you know, via social media?

Because they know more about the products than anyone, like, I can think.

Like, I think I was talking about this with, with producer Ella and Jen at the end of.

Jen Hahn at the end of one of our shows.

Like, I was saying, like, this is a cool idea and now Gap is out there doing it.

So kudos to Richard Dixon for doing this.

I'm all in on Richard Dixon now because the premise is so easy to.

It's, it's, it's so simple and intuitive to me too, Josh, because, like, I think about it, like, for example, when I was a merchant, I, I was buying beach towels, and I probably knew as much about beach towels as anyone in America at that point in terms of how they're made, how they're constructed.

My products were featured on Oprah's Favorite Things.

But yet, as the creator of those products, I was not.

And so that, to me, signals that there's a huge opportunity here.

And I can even remember from my time at the Gap, the denim buyers going down to Mexico to learn all the things that go into creating a pair of jeans and all the things that go into the different washes and the, and the, the constructions and the, and the, you know, you get the wildcat prints on the, you know, you know, at the front of the legs.

Like, all that stuff.

I can't remember what it's called, but that stuff matters to people.

And so why not give voice to the merchants that have the charisma and that can play the part on social media to, to help promote the brand and possibly even earn a little more extra money for themselves, too?

I think, I think it's a win, win all around.

But Josh, what do you think?

Last word here.

Uh, I agree.

I'll, I'll compare it to one thing that I experienced in Denver, Colorado, where I was at a sandwich shop and they had a menu that they wrote the menu on, and next to some of the items on the menu, it would say Joe's favorite or whoever worked there, right?

And I'm like, I want Joe's favorite.

Right?

Like, I choose that every time.

Like, I want to know what the employees think who know the most about what they're creating and what they're producing.

And so I think it's awesome, right?

100%.

Or like, when you go into like a Barnes and Noble and it's got like, Kathy's book pick of the week, right?

It's the same idea, you know, and, and you know, for me, like, I think back to the beach towels example, I'd be like, you know, if you want the best value beach towel.

I tell you to get the seven foot roll beach towel.

Don't screw around with everything else.

It's going to be the one that does the job that you want.

You're going to look good on the beach and just make it happen.

And like, that would work.

I mean, I don't know.

But anyway, I'm excited for it and kudos to Richard Dixon and the Gap for pulling the trigger on it.