- Apparel retail companies Athleta and Gap Inc. are dealing with market pressures in the current retail environment.
- Gap Inc. expanded its portfolio of iconic brands to include Athleta, Old Navy, and Banana Republic.
- Gap Inc. is executing its brand reinvigoration strategy, noting Athleta's underperformance and mitigation efforts against trade policy.
Gap Inc. scales AI hiring tool Bridgette for Banana Republic and Athleta
What happened
Gap Inc. is scaling up Bridgette, an AI-enabled virtual career guide, to manage hiring for its Banana Republic and Athleta brands. The tool was launched in June and is being used to handle seasonal employment applications across Gap Inc.'s stores and distribution centers. In a pilot program, the technology scheduled over 7,000 interviews and engaged nearly 45,000 job candidates.
From wwd.com
Why it matters
The deployment of the AI tool is intended to simplify the hiring process and reduce administrative tasks for managers at Gap Inc. The company expects to receive an estimated 200,000 seasonal employment applications for the upcoming holiday season.
Gap Inc. is executing a brand reinvigoration strategy, which includes expanding its portfolio to include Athleta, Old Navy, and Banana Republic.
From wwd.com
Who's involved
- Gap Inc.The parent company deploying the AI hiring tool across its brands.
- Banana RepublicOne of the brands utilizing the AI hiring tool for seasonal staff.
- AthletaThe other brand utilizing the AI hiring tool for seasonal staff.
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The entities involved
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Gap Inc.
American multinational clothing and accessories retailer
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Banana Republic
American clothing and accessories retailer
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Athleta
Brazilian-Japanese sportswear company
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