Gap and its brands have had their fair share of ups and downs. Gap will be closing all of its clothing stores in the UK and Ireland, but hints of a new strategy come as it launches its first-ever home line in the U.S. CivicScience data reveal stable interest in the new home line (available through Walmart) and how the different Gap labels stack up.

Of the three apparel brands under the Gap umbrella, Old Navy comes out on top as the most popular, with 37% of respondents feeling favorably towards the brand. Gap itself comes in second, with 27% favorability and Banana Republic in third with 23%.

Old Navy’s affordable lineup of outfits for the whole family appeals more to lower-income earners with kids, but there is something to be said for its styles. Old Navy favorables are more likely than non-favorables and those who are neutral to consider themselves fashion innovators and to report doing a lot of shopping online.

Gap Home

Gap Home, the newest venture of Gap brands, commands the interest of 20% of U.S. consumers. For perspective, consider Banana Republic’s brand favorability which currently rests at 21% of the population. Furnishings and decor from Gap are highly anticipated.

Gap Home appeals to younger adults. As a result, it’s not surprising that those who make less than $50K or are still living with their parents are most interested.

And while the brand does appeal to a lower-income crowd, people who like to shop at Crate & Barrel or Ethan Allen are interested in Gap Home more than IKEA favorables. 

So while Old Navy remains a tried-and-true favorite for those seeking an affordable, fashion-conscious option, Gap Home is likely to become the Old Navy of home decor–fashionable, affordable, and with a product lineup that offers something for everyone.