Op-Ed | With Zac Posen, Gap Needs to Avoid Repeating a Big Mistake
Gap Inc.’s bet on bringing a touch of luxury to its affordable clothing line could be a strong one, but it must be mindful not to repeat its recent mistakes in trying to force a mainstream brand onto the runway as it did with Banana Republic.
The American designer is tasked with reinvigorating the company’s entire portfolio, working directly alongside its new CEO, Richard Dickson, BoF has learned. He’ll also play a more hands-on role at Old Navy as chief creative officer.
Driven partly by nostalgia and partly by the trend for 1990s and Y2K styles, people are snatching up products from Gap's heyday. But those same shoppers aren’t necessarily buying what Gap has in stores now.