Gap parts ways with creative director

Gap Inc announced it has eliminated the role of its creative director with Rebekka Bay leaving the company immediately. Gap stated it was restructuring to focus on the brand's consumers, while meeting the global fashion and retailing needs of the business. Bay joined the business in 2012.

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

Gap to focus on American style product

"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 previous creative director, Patrick Robinson was let go in 2011 after four years at the helm. Gap's new chief executive Art Peck starts on February 1.