Gap defies retail slowdown by opening 50 new stores in mainland China this year

US apparel brand Gap is expanding aggressively in China, planning to open 50 new stores on the mainland and return to Hong Kong by the end of 2026, despite a sluggish retail environment. The move follows a localization overhaul that has boosted its appeal among Chinese consumers, even as competitors like Zara and H&M reduce their store counts. Gap's expansion contrasts with the broader trend of foreign fast-fashion retailers scaling back in the world's second-largest consumer market.