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Gap names former Billabong, Eddie Bauer chief to head up namesake brand

BY Marianne Wilson

A three-time retail executive has joined the senior ranks at Gap Inc.

The apparel giant appointed Neil Fiske as president and chief executive of its Gap brand, effective June 20, replacing Jeff Kerwin, who left in February. He will also serve on the company’s senior leadership team.

Most recently, Fiske served as CEO of Billabong International, where he led the brand’s return to a multi-year share growth. He left in April amid a management shuffle following the company’s acquisition by Boardriders.

Prior to joining Billabong in 2013, Fiske spent five years as president and CEO at Eddie Bauer. He was also chief executive of Bath and Body Works.

“Neil brings significant retail and apparel experience to Gap Inc. and a track record of transforming and repositioning brands,” stated Gap CEO Art Peck. “He is an experienced leader who deeply understands the mechanics of this business, the value of an omnichannel strategy, and the need to build a progressive and relevant brand. I believe Neil is the right leader to strengthen Gap brand.”

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D.Markham says:
Jun-14-2018 12:53 pm

That's great HOWEVER, GAP will not be a relevant brand until it changes from being a basic - like socks and underwear - and includes a new brand that is relevant to today and some major trends of today and the future. If they really want to grow as a company, I have the answer. They can contact me at [email protected] Dan

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