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GAP vs H&M: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: GAP Swap brands

GAP

United States Founded 1969

Minimal & basics · Polished & dressy · Trends & youth culture

H&M

Sweden Founded 1947

Trends & youth culture · Sporty & sportswear · Minimal & basics

Similarities and differences

Shared traits

  • Both brands show traits of Polished & dressy.

Different traits

  • Trends & youth culture

    H&M shows a stronger emphasis

  • Sporty & sportswear

    H&M shows a stronger emphasis

Trait comparison

  • GAP (solid line, circles)
  • H&M (dashed line, squares)
Traits of GAP and H&M, shown relative to each brand.
How to read the chart

Traits farther from the centre are more prominent within each brand. The chart uses the same relative display as the brand profile. Area does not indicate brand quality or absolute differences between brands.

Traits by category

Bar lengths show how prominent each trait is within each brand.

  • GAP
  • H&M
Minimal & basics
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Polished & dressy
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Luxury & heritage
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Avant-garde & designer
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Decoration & playfulness
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Streetwear
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Trends & youth culture
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Sporty & sportswear
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand
Outdoor & functional
GAP：Relative prominence within the brand
H&M：Relative prominence within the brand

Basic information

Field
GAP
H&M
Country United States Sweden
Founded 1969 1947
Category Clothing Clothing
Other categories Bags Accessories Footwear Beauty and cosmetics Lifestyle products Bags Accessories Footwear Fragrance Beauty and cosmetics Lifestyle products

— indicates information that is not available.

Brand profiles

Brand lines

GAP

  • GapKids

    Within Gap’s brand structure, centered on adult apparel, it is positioned as a derivative line optim...

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  • babyGap

    As a line derived from Gap for babies and toddlers, it is offered with sizing and product design tai...

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  • Gap Teen

    It is developed as a derivative line (collection) that Gap offers for “teens,” serving the age group...

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  • GapMaternity

    Derived from Gap’s adult offerings, it is positioned as a line responsible for proposing products su...

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  • GapBody

    Positioned as a line derived from Gap, it focuses primarily on categories related to intimates, loun...

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  • GapFit

    As a line derived from Gap, it is positioned to offer products for exercise and active settings. Whi...

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  • Gap Home

    As a collection derived from Gap, it serves to extend the brand’s offerings from Gap’s apparel-cente...

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  • GapStudio

    A newly launched segment by Gap, designed as the “highest expression” of Gap in style, craftsmanship...

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  • Gap Factory

    Gap officially describes offering “collections designed exclusively” for Gap Outlet and Gap Factory ...

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H&M

  • H&M Studio

    Launched in 2013, H&M Studio is a seasonal collection created by an in-house design team in Stockhol...

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  • H&M HOME

    H&M HOME is H&M’s home category, launched in 2009, offering items for living spaces such as textiles...

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  • H&M Move

    H&M Move is a dedicated activewear line launched in August 2022. Based on the concept of “movewear,”...

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  • H&M Beauty

    H&M Beauty is H&M’s beauty division, offering makeup, skincare, fragrance, beauty tools, and more. S...

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  • COS

    COS is a separate brand launched by the H&M Group in 2007, and its name is an abbreviation of “Colle...

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Collaborations

GAP

  • 2026-09-17

    FREAK'S STORE

    A FREAK’S STORE-exclusive collection inspired by GAP’s 1980s–90s archives. It comprises 13 items across four categories: pocket T-shirts, chinos, denim, and schoolwear, and was released on September 17.

  • 2022-02-23

    Balenciaga

    “YEEZY GAP Engineered by Balenciaga” was launched in 2022 as a three-way collaboration among YEEZY, GAP, and Balenciaga. It had multiple launches.

  • 2021-09-29

    YEEZY

    The second YEEZY Gap release, “The Perfect Hoodie,” dropped on 2021-09-29. It is described as a double-layer hoodie, with the release timing and product rollout outlined.

  • 2010-11-27

    VALENTINO

    A limited capsule collection with GAP in 2010. Created to commemorate the opening of its Milan flagship, it featured seven styles of womenswear, including parkas, cargo pants, skirts, and hoodies.

GAP collaborations

H&M

  • 2025-12-02

    Perfect Moment

    An après-ski/winter capsule suited to “mountain-to-city” wear, featuring star patterns, ski-inspired puffers, Moon Boots, and knit sets.

  • 2025-04-24

    Magda Butrym

    A womenswear and jewelry line scheduled for release in April 2025, centered on the rose motif and imbued with “Slavic romanticism.”

  • 2024-10-10

    ROTATE Birger Christensen

    The second installment (2024) took the rebellious muse of the 1980s as its theme, offering partywear with pronounced shoulders and sequins (15 pieces) in 12 markets.

  • 2024-04-18

    Rokh

    A womenswear, menswear, and accessories collection that proposes a work- and office-oriented wardrobe by “deconstructing/reconstructing” staples such as trench coats.

  • 2024-02-29

    HERON PRESTON

    The first outcome of the circular/educational program “long-term H2 partnership.” It is also planned to expand into seasonal collections and creative advisory.

  • 2023-11-09

    Rabanne

    A large capsule collection encompassing womenswear, menswear, accessories with a metallic or party-inspired feel, and home décor.

H&M collaborations

Brands similar to GAP

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