NEW YORK — Gap Inc. is bringing in the head of its outlet division to lead its Gap brand stores across North America in one of several changes intended to revive the chain’s sagging sales.
The nation’s largest clothing chain announced the changes Wednesday, but some analysts believe that the appointment of an insider falls short of addressing worries about the product itself.
The company also plans to merge the operation of its Banana Republic and Gap chains with the outlet division, which includes Banana Republic Factory and Gap Outlet stores. Other changes include creating a new global creative center for the brand that will be based in New York, not San Francisco, the parent company’s home.
New York-based ad agency Ogilvy & Mather Worldwide will become the chain’s agency globally. Gap had used Laird & Partners.
The company said Art Peck, 54, will replace Marka Hansen as leader of the Gap brand for North America. Hansen is leaving the company Friday after 24 years.
And it said Seth Farbman will become global chief marketing officer for the Gap brand. Farbman is currently worldwide managing director at Ogilvy & Mather, where he developed creative campaigns for consumer brands such as Coca-Cola, UPS, Unilever and Time Warner Cable.
