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Why Gap’s Namesake Brand Hurt the Company’s Margins

Why Gap’s Namesake Brand Hurt the Company’s Margins

The gross margin was down by 120 basis points after adjusting for accounting changes related to the adoption of ASC 606 (see the previous part of this series). 180 points of this fall came from a merchandise margin decline, which was partially offset by 60 basis point leverage from rent and occupancy costs. Gap had reported six straight quarters of gross margin improvements before this quarter.