Gap sheds its global CMO

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Gap global CMO Seth Farbman set to depart.
Gap global CMO Seth Farbman set to depart.

Seth Farbman is the second high-level marketing executive in three month to depart

Gap's global marketing boss Seth Farbman is reportedly set to leave at the end of January, marking the second senior marketing departure in a matter of months.

According to Ad Age, Gap has yet to find a successor for Farbman, who will stay on in an advisory capacity for a period of time.

Gap has not responded to Marketing’s request for comment.

Farbman’s move will follow the departure of another marketing exec, Marcela Aguilar, to Apple in September. Her move was thought to be connected to the launch of Apple’s first wearable-tech venture, Apple Watch.

Farbman joined Gap in 2011 from Ogilvy’s sustainability practice, OgilvyEarth. He oversaw Wieden + Kennedy’s ‘Dress Normal’ campaign for Gap this year, featuring a series of short films with Anjelica Houston and The Wire’s Michael K. Williams, among others.

The campaign has not had a positive impact of Gap’s sales, however, with the brand reporting a comparable sales decline of 4 percent for November. According to Seeking Alpha analysts, Gap is feeling the pressure from the consumer switch to online shopping.

The analyst wrote: "The company's biggest problem is that it is finding it challenging to attract customers to its stores.

"Gap's comparable store sales have been consistently falling and are a huge cause for concern for the company."

Gap Inc’s other brands, including Old Navy and Banana Republic, are performing better, with the wider company reporting a comparable sales rise of 6 percent for November.

This article first appeared on marketingmagazine.co.uk.

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