The Gap Comeback That’s Actually Working

SAN FRANCISCO — Zac Posen points, emphatically, to a wall of blue — or rather a section of the wall filled with various swatches of navy and indigo, each imprinted with Gap’s narrow serif font logo on top.

Posen, clad in khakis, combat boots and a white shirt with a small bunny pin on its pocket, has a bounce in his step as he paces along the wall. There’s the Gap blue and the Old Navy blue. “And that’s the Gap corporate blue,” he says, referring to a rectangle in a slightly…