Gap Is Taking Convergence Seriously

Gap Inc. is restructuring its management team to reflect a shift away from individual channels in favor of brand consistency. E-commerce presidents out, brand leaders in. The company is acknowledging not only the convergence of physical and online shopping but also an increasingly global market.

In a time when price-matching crosses the physical-digital divide, this seems a wise move. Over the next couple of months, three executives will assume roles of global president for North American, international, online, and franchise operations of the Gap, Banana Republic, and Old Navy brands, respectively.

As Paula Rosenblum, a managing partner at research and advisory firm Retail Systems Research, said, “By shifting the organization to be brand-, rather than channel-specific, Gap will have the opportunity to create a single brand identity for each of its banners, irrespective of where the customer interacts with it.”

Read more about Gap’s management shakeup at

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