November 28, 2016

Gap’s CEO Missed the Brand’s Biggest Problem When He Called Creative Directors “False Messiahs”

rtssjaz-cropped.jpgArt Peck, the CEO of Gap Inc., has had enough of creative directors. Gap eliminated the position in early 2015 and has been pushing instead for a decentralized design process where different teams create the designs for Gap and the brands it owns. This loosely organized, data-driven approach has benefited some of Gap’s biggest rivals, including Zara, but so far, it doesn’t seem to be working for Gap. After seeing the seventh straight quarter of falling sales, it’s now time to face the deeper issue.

Not so black and white.

Topics: Vertical - Fashion, Design, Design Thinking