Gap Inc.

• Gap's 2018 annual report notes that the company as a whole (Gap Inc.) has been increasingly relying on social media and digital advertising.
• The company notes that their operating expenses have been increasing over the past 3-4 years which is partially due to an increase in their advertising efforts.
• In 2018, Gap Inc.'s total advertising spend was $650 million.
• In 2017, Gap Inc.'s total advertising spend was $673 million. 
• In 2016, Gap Inc.'s total advertising spend was $601 million.  

Gap Global (Not Gap Inc. as a whole)

• U.S. 2018 revenues were $2.99 billion.
• Canada 2018 revenues were $379 million.
• Europe 2018 revenues were $589 million.
• Asia 2018 revenues were $1.089 billion.
• Other geo regions had a revenue of $113 million in 2018.
• Total revenues for Gap Global were $5.160 billion in 2018.

Banana Republic

Other Brands

• Gap Inc.'s annual report does not itemize their revenues for the following brands: Athleta, Intermix, Hill City, Janie & Jack. Instead, these revenues are lumped together under the companies 'other brands' category in their annual report revenue breakdowns. One exception is Janie & Jack, as this brand was acquired in March 2019, therefore, sales and data for this brand are not included in the company's 2018 report.
• Collectively, the company's revenue for 'other brands' in the U.S. in 2018 was $1.121 billion. In Canada, the 2018 revenue for other brands was $3 million. The company does not report any revenues for their other brands in Europe, Asia, or other regions. The total revenue for the 'other brands' category in 2018 was $1.124 billion.

RESULTS OF INITIAL RESEARCH

• It appears that Gap Inc. does not provide an official breakdown fo their advertising efforts/spend in terms of brandname or advertising channel.
• The majority of financial information that the Gap Inc. publishes references the company as a whole, but sometimes breaks down the data by their major brands (specifically Old Navy, Gap Global, and Banana Republic), however, they do not provide a detailed breakdown of their other smaller brands.
• Additional initial research for the ad spend of the other aforementioned brands across trusted media sites and company databases corroborates this lack of information.