CNBC published an article about The Gap, mentioning a 24% increase in share value over the last 12 months and recently announced earnings in excess of market expectations. The Gap's CEO was quoted, saying "We know a lot about our customers. We can see their lifetime value. Structurally, because we have multiple brands and multi-channels, we've got something not a lot of other apparel companies have." The Gap owns brands such as Old Navy, Banana Republic, and Athleta. What we found particularly interesting was the CEO's comment that "the difference between a customer who's casually engaged and one who is really deeply engaged in our brands across channels, it's at least 10 times the value of that [first] customer."