Gap ended 2025 strong, with 5% sales growth driven by viral campaigns and brand collaborations, marking seven consecutive quarters of gains. Other mall brands like Victoria’s Secret and Bath & Body Works are also showing signs of recovery, but face competition and declining mall traffic. Nostalgia, especially for the ’90s, is helping engagement, though real growth remains limited. Gap is expanding into beauty and modernizing campaigns, while younger consumers are drawn to retro trends, signaling cautious but promising turnarounds for these retailers.