The retail landscape is undergoing a seismic shift, driven by evolving consumer expectations, workforce dynamics, and technological advancements. For decades, retailers like Macy’s, Target, and Gap relied heavily on seasonal hiring to meet the surge of holiday shopping. However, this model—defined by brief training periods, temporary roles, and high turnover—has become increasingly unsustainable.

Today, leading companies are embracing a new strategy: investing in a year-round workforce. Gap Inc. is among the pioneers of this approach, transforming what were once temporary roles into long-term career opportunities.

The End of Seasonal Staffing

This year, Gap Inc. transitioned over 700 seasonal employees into full-time merchandise handler roles across its distribution centers. By investing in core staff year-round, the company has not only reduced its reliance on short-term hires but also created a more stable and committed workforce.

This strategy brings multiple benefits. Employees gain increased hours, consistent paychecks, and career growth opportunities, while customers enjoy a more seamless shopping experience. Moreover, by fostering a sense of belonging and purpose, Gap strengthens its connection with its employees, ensuring higher retention and improved service.

From Entry-Level to Executive Leadership

Retail has long served as a gateway for first-time workers, offering roles that build critical skills in customer service, problem-solving, and teamwork. Gap Inc. demonstrates how these entry-level jobs can evolve into lifelong careers.

One standout example is Kevin Kuntz, Gap’s Senior Vice President of Global Logistics. Kuntz began his journey at Gap as a 17-year-old seasonal employee. Today, he oversees a logistics network that employs more than 9,000 people. Reflecting on his journey, Kuntz credits his mentors and the company’s investment in his growth:

> “When I started at Gap Inc., I thought it was temporary. But I was eager to learn, and the company gave me opportunities to grow. More than 30 years later, I wouldn’t change that choice for the world.”



Kuntz’s story underscores the potential for retail roles to serve as a springboard for long-term success.

Integrating Technology for the Future

As retail evolves, so do the roles of its employees. Gap Inc. is integrating technology across its operations to enhance efficiency and support its workforce. In distribution centers, robotics and automation streamline stock delivery and order fulfillment, allowing employees to focus on high-value tasks.

These innovations not only meet fluctuating demand but also enable workers to develop new capabilities. Employees learn to collaborate with advanced systems, gaining skills that are essential for the future of work.

Prioritizing Employee Well-Being

Investing in employees extends beyond the workplace. Gap Inc. offers a suite of benefits designed to improve the quality of life for its workforce. Part-time and full-time employees alike have access to mental health resources, including 12 free therapy sessions annually, financial planning programs, digital fitness classes, and a 50% merchandise discount across all Gap brands.

The company also supports employees with care-taking services and flexible payment options, such as weekly paychecks. By addressing both professional and personal needs, Gap demonstrates a commitment to its employees’ holistic well-being.

Redefining Retail Careers

The holidays may still be a critical time for retail, but Gap Inc. is proving that seasonal work can be more than a fleeting opportunity. By investing in its workforce year-round, the company is building a culture where every role has purpose and every employee feels valued.

As the retail industry continues to evolve, Gap’s model offers a blueprint for others to follow. By treating employees as long-term assets rather than temporary solutions, retailers can foster loyalty, improve customer experiences, and create meaningful careers that benefit both the business and its people.