Gap has parted company with the top US executive who oversaw its disastrous logo redesign. Marka Hansen, president of the clothing chain's North American division, will leave the company this week after 24 years. Her exit comes after a disappointing Christmas season. She has held the top position for four years.
"After several conversations, Marka and I agreed this was the right time for a change in the organisation in order to take the Gap brand to a new level. I am grateful for all that Marka has contributed to the company," Gap chairman and chief executive Glenn Murphy said in a statement.
In October, Gap briefly updated its white-on-navy logo with a new look that immediately sparked a customer backlash and widespread criticism online. Hansen initially defended the new logo but within days the company had scrapped it and gone back to the original. She later acknowledged the company "did not go about this in the right way."
The stores on her watch have also struggled. Gap's namesake North American stores account for roughly 27% of the company's total sales and sales at stores open for at least a year fell 8% in December. Gap's sales have been on the slide since 2004 and analysts are expecting another decrease for 2010.
Hansen focused Gap's attention on trousers – arguing that a well-fitting pant would draw in customers. She also cut advertising to concentrate on in-store promotions.
Analysts have been critical of Gap's clothing selection. In a note to clients, Richard Jaffe, retail analyst at Stifel Nicolaus, said that Hansen's merchandising efforts "were not sufficient to lift Gap's results and fuel market share gains."
Gap said that it had chosen an internal successor to be announced soon.
Comments (…)
Sign in or create your Guardian account to join the discussion