Gap recently deleted all its Instagram posts to share a single picture of its first collaborative piece with YZY, a US$200 blue puffer, as well as changing its profile picture to ‘YZY’. Demonstrating Kanye West’s impact on the American brand, we all thought we were in for a big announcement. Though Gap is now back to posting its regular content, the collaboration has still received immense media attention.
While the two have only released its puffer jacket piece to the public, the collaboration has already honed in on US$34.9 million in media impact value since June 2020, when the pairing was first announced. It was determined by LaunchMetrics through one of its own way-too-complicated-to-understand algorithms. In simpler terms, Gap X YZY are making bank by just being talked about.
Gap has already stated earlier this year it expects US$150 million in revenue from its first collection by 2022. But Gap may be underselling itself. Considering Kanye’s own apparel and sneaker line is valued around US$4 billion, the UBS group estimates that the collaboration could be worth US$970 million.
Whether the two reach that big billion dollar mark with its collaborative efforts or not, there is no denying Kanye is already reviving Gap.
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