Upheaval at Gap Shows a Need to Reconnect With Its Core Customer

Analysts advise Gap to figure out who it is again

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It’s been a tumultuous time at Gap Inc. Over the past several weeks, the San Francisco-based retail conglomerate, which owns seven brands including Gap, Banana Republic and Old Navy, has seen the departure of three senior executives and the scrapping of a previously announced plan to spin off Old Navy.

The latest exit is marketing chief Alegra O’Hare, who joined the company less than a year ago. A spokesperson for Gap told Adweek that “as we look ahead, we will be redefining the role of the chief marketing officer”—perhaps a hint that the company will join the growing number of companies that have phased



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