Gap Hires New Head Of Design

When Rebekka Bay, Gap's former creative head of design was fired in January of this year there was much wonder as to who would replace her at the Gap. Folks speculated that Marissa Webb (J.Crew's former head of womenswear) or Jenna Lyons (Creative Director and President for J.Crew since 2008 and 2010) would be the perfect fit.

Bay, built her reputation by launching H&M’s more modern, upscale Cos brand. She was hired by Gap with the hope that her reputation might rub off on its brand, which has been losing relevance over the last decade. In an interview with Elle.com in 2014 Bay had said that it was her responsibility to restore the sportswear giant to its glory days. "Gap is such a solid company, and it's such an American institution,there's a responsibility that comes with that."

However, Bay's stint was short lived and she was unceremoniously fired in January as part of a slew of changes spurred by incoming CEO Art Peck, who officially began his new role on February 1. "In evaluating the right leadership structure for the brand" Gap is "eliminating the Creative Director role, resulting in Rebekka Bay’s departure from the company, effective immediately," the company wrote in a press release at the time.

Today, during the company's fourth quarter earnings call, Gap Inc. CEO Art Peck announced Wendi Goldman would join the brand on March 16 as its new executive vice president of product design and development. Goldman is a company veteran having spent eight years early in product and merchandising at Banana Republic before spending 11 years at Limited Brands creating Victoria's Secret's PINK line. Having also served as EVP and chief product officer at the recently defunct C. Wonder.

Gap Inc was once at its zenith, under legendary CEO Mickey Drexler, who was shown the door in 2002. Having lost its way since then it aims to get back to its casual, American, optimistic roots once again but has a long way to go. In the latest quarter, sales at its namesake stores fell 6% for the quarter, while sales rose 12% at Old Navy and 2% at Banana Republic. Hiring Goldman may be its only shot to help reinvigorate its namesake brand.