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Op-Ed | Yeezy Was Never Going to Save Gap. What Can?

Gap Inc.’s leadership has repeatedly promised a grand vision to return its namesake brand to its former glory and strengthen Old Navy, Banana Republic and Athleta. But none of those efforts have really worked.
Gap Inc. has struggled to regain its footing.
After a failed partnership with rapper Ye (formerly Kanye West), and an operating loss of $30 million in the last quarter, Gap Inc. struggles to bounce back. (Shutterstock)

It’s been nine months since Gap Inc. ousted its chief executive officer. Since then, it’s ended a once-promising partnership with rapper Ye (formerly Kanye West), shaken up its executive ranks, delivered disappointing results and, so far, failed to name a successor. Reviving the half-century-old business is a tall order, but in many ways, the market is ready and waiting for a reinvention that’s been fumbled time and again.

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