Gap has dismissed it’s creative director and eliminated the position entirely, according to sources. The retailers stunning move comes after the company released sales data that shows a continued loss of revenue. The company has also ditched Piperlime, an offshoot of the Gap company that offered shoes and other accessories. The changes have been implemented by incoming CEO, Art Peck.
The creative director who got the axe, Rebekka Bay, was brought on board in late 2012 in an attempt to salvage the brand. The Gap was a popular retailer in the late 1990s and into the early 2000s, but their simple, preppy style has failed to translate to today’s young consumers. Marc Sparks knows that their woes are similar in nature to that of Abercrombie and Fitch, another clothing outfitter that has failed to keep up with the times.
When Bay was first brought on board, many wondered if she could salvage the floundering company. She took the company “back to basics”, which many critics argued led to an uninspired and boring line of clothing. Bay was given just 3 clothing seasons to pull of a miracle, but the company’s sales continued to slide.
Peck is now tasked with reinventing the entire Gap image. The job will be difficult, argue experts, as the company has failed to inspire shoppers for several years in a row, forcing the company name to fall somewhat into obscurity.
Old Navy and Banana Republic, both owned by the company, continue to do well.