US-based fashion retailer Gap has partnered with technology giant Microsoft to drive its digital transformation and create enhanced experiences across its brands.

The company’s brands include Old Navy, Gap, Banana Republic , Athleta , Hill City and Intermix.

As part of the deal, Gap will use Microsoft Azure and Microsoft 365 to deploy new business capabilities with a focus on technology innovation, speed and flexibility.

Gap chief information officer Sally Gilligan said: “As we grow our value and active business and accelerate online and mobile, the ability to scale our technology in a secure environment to accommodate this growth is critical.

“As we grow our value and active business and accelerate online and mobile, the ability to scale our technology in a secure environment to accommodate this growth is critical.”

“The Microsoft Azure platform provides our teams with the ability to deliver innovative and personalised capabilities for our customers with speed supported by a strong depth of technology expertise from the Microsoft team.”

The retailer will migrate hundreds of applications to Azure to offer personalised experiences to customers across its stores, online and mobile.

Gap will initially migrate key inventory, stores and site capabilities to Azure to support its brands and products available across more than 90 countries.

In addition, Microsoft Azure cloud supports the retailer’s DevOps model enabling its engineers and product management teams to develop, deploy and test new capabilities.

The company can also apply advanced analytics and machine learning by centralising its data platform on Azure to gain insights on customers’ needs across channels as well as offer personalised merchandising, marketing and service across its brand portfolio.

In a move to empower its employees, Gap is deploying Microsoft 365 solutions allowing them to communicate, collaborate and share insights with one another.