America’s malls are struggling due to evolving consumer behavior and declining visitation, forcing many retailers with mall-centric footprints to make changes: experimenting with business strategies in-store, restructuring finances, and shifting to data-driven, multi-channel strategies and services to keep up. Gap is making huge changes in order to stay in-step with the American consumer despite financial hurdles.

In fact, prior to the COVID-19 pandemic, the clothing retailer announced that they’d be splitting the company in two and closing 230 stores in 2020. Additionally, Gap executives doubled-down on providing a truly frictionless shopping experience across in-store and digital. In order to understand Gap’s downsizing strategy, we’ve compared all of the DMAs in which it has locations in order to predict which areas are likely to have store closures.

Download the report below!