Gap cuts Bay’s design chief job in restructure, Key to head customer experience

Gap Inc said on Thursday eliminated the role of creative director with Rebekka Bay leaving immediately in a restructure “designed to intensify the brand’s customer focus, while meeting the global fashion and retailing needs of the business”.

Instead of a new creative director, Scott Key is promoted to senior vice-president, customer experience, overseeing the newly combined online and marketing group.

“As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world,” Jeff Kirwan, Gap’s new global brand president, said.

The changes were announced after the retailer’s ‘Dress Normal’ campaign failed to resonate with consumers last autumn. Analysts, who had also been negative over the marketing direction, said the changes will bring a much needed fresh perspective to the brand and help re-engage customer demand.

“This announcement is further evidence of the management’s commitment to right the fashion and marketing problems of the Gap brand and that they will exercise little patience in the process,” Morningstar analyst Bridget Weishaar told Reuters.

Gap’s new Chief Executive Art Peck starts on February 1.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.