Yeezy x Gap: Will Gap Survive the Termination of a Hyped Collaboration?

Abstract

Gap’s diminishing relevance as a clothing retailer has led to falling sales year after year for the company, which pinned its hopes on a highly anticipated collaboration with rapper and designer Kanye West, who goes by Ye, to drum up billions in sales over a planned decade-long partnership. But in September, Ye terminated the agreement, citing breach of contract, leaving the company with an uncertain road ahead of it. This case discusses Gap’s standing in the retail market and the collaboration with Ye and its termination, and asks students to discuss what went wrong and how Gap can move forward.