Gap Inc. has removed its chief marketing officer positions for the Gap and Banana Republic brands, Bidness ETC reports.
The administrative move has resulted in the departure of creative director Rebekka Bay from the company and the appointment of Scott Key as the head of customer experience, a new position created by officials.
"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 said, according to the site.
Gap's decision was also seen as an attempt to revive declining sales and provide more attention to successful brands that bring in the most revenue. The company announced just last week that its e-commerce site Piperlime would be cancelled because of unsuccessful results.
Last Fall, the company launched its "Dress Normal" campaign, which provided a more casual approach to the brand. The initiative, however, failed to garner significant economic results, the company recently announced in its fourth-quarter earnings report.
Gap's main competitors include H&M, Forever 21, Express and several others.
