To be honest, I thought that GAP had faded into history. But as this AMA video states, 
the company plans to close quite a few stores in the United States to try and reverse a trend of falling revenue and has hired its first global CMO to get its brand back on track.
Maybe they will have better luck strategically with a CMO on staff guiding their image and products. You may recall the debacle they experienced when GAP tried to implement a new logo back in 2010 and ultimately caved after 1 week of consumer backlash.
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