Frequent sales fall for "blood" Where does GAP lose?

Since 2005, Gap's performance has been unsatisfactory. Recently, the company once again exchanged blood, including the departure of chief designer Patrick Robinson. Where does Gap lose, can it find its new position?

Under the pressure of unpopular design and stagnant sales, Gap recently announced that it was parting ways with its chief designer, Patrick Robinson. The replacement candidate has not yet been announced.

Robinson joined Gap in 2007 and previously worked as a designer for Paco Rabanne, Perry Ellis, Giorgio Armani, and Anne Klein, and received the Designer of the Year award from the American Fashion Designers Union. Shortly after joining the Gap, Robinson opened fashion columns in magazines such as Glamour and Teen Vogue to share his styling experience with readers. His wife, Virginia, is also an editor of the American version of Vogue.

However, Robinson's work at Gap can be very difficult. He must help the brand find the most suitable style. Robinson defined Gap's essence as the American classic in the 1980s and 1990s, but sales have hit the reef frequently since then. Gap's competitors include Abercrombie & Fitch, J. Crew, and high street brands such as H&M and Zara. Their endless stream of styles is an important reason why Gap is no longer.

Robinson also brought Gap some very popular single items, such as overalls, modified jeans, and some uniform elements, but it also failed to improve sales.

In 2010, Gap Inc.’s other brands, such as Banana Republic, Old Navy and other North American sales, all showed an upward trend compared to the same period in previous years, except that the Gap brand faced a one percent decline.

This trend continued in the first three months of this year, and Gap’s stores in North America still remained flat, dropping by 1% and 9% respectively.

Robinson's departure was actually accompanied by the re-licensing of the Gap North American market. Three months ago, Gap fired the top commercial executive in the United States and appointed a new Global Chief Marketing Officer for the Gap brand.

According to official news, the former executive who stepped down was almost dismissed! Usually the high-level departures within the company are ambiguously stated as "because it takes more time to spend time with family members." This time, however, the term "exclusion" is used very directly.