Gap Soars 6%: J.P. Morgan Upgrade Signals Market Confidence

Gap Inc. (GAP) shares surged 6% on Monday after J.P. Morgan analyst Matthew Boss upgraded the stock from Neutral to Overweight, raising the price target to $30. The upgrade reflects the retailer's recent performance under CEO Richard Dickson and signals growing market confidence in the company's turnaround strategy.

Since Dickson took the helm about 1.5 years ago, Gap has achieved four consecutive quarters of revenue growth and gained market share for seven consecutive quarters. This impressive track record is a testament to Dickson's focus on market share expansion and a "continuous improvement" approach that combines increased efficiency, inventory management, and marketing efforts with "flywheel reinvestment" in its brands.



Dickson's strategic initiatives, such as maintaining financial and operating rigor, strengthening the operating platform, and energizing the company's culture, have driven Gap's recent success. The company's Old Navy brand is also positioned to potentially gain additional market share from struggling retailer Kohl's. Gap's CFO, Katrina O'Connell, has targeted historical levels of profitability, aiming for an 8%-10% operating margin, further boosting investor confidence.



Gap's strong holiday season start and merchandising strategies have also contributed to its recent stock rise. The retailer has leaned into increased customer engagement through marketing campaigns and collaborations, and has enhanced store visuals, holiday shops, and prominent displays of popular items like Old Navy's Jingle Jammies. These efforts, coupled with a focus on trend-right products and compelling in-store and online experiences, have driven the holiday season success.

Boss estimates companywide same-store sales growth at Gap of at least 6% into fiscal 2025/26, reflecting the company's turnaround strategy and positive market sentiment. Gap's stock has risen 22.3% in 2024, while the S&P 500 SPX has risen by 26.7%.

The upgrade from J.P. Morgan indicates that investors are recognizing Gap's potential for long-term growth and profitability under Dickson's leadership. As the company continues to execute its strategic vision, investors can expect Gap to remain a strong player in the retail sector.