Craig Brommers has taken over as the CMO for Gap, filling a position that has been open for just over a year.
This new appointment comes after the brand announced plans to eliminate the position entirely, which likely means we will see significant marketing shifts in the months to come.
Brommers joins Gap from Abercrombie & Fitch, where he served as SVP of marketing for nearly three years. Prior to that, he was SVP of global marketing for Calvin Klein and SVP of marketing for Speedo. Brommers replaces Seth Farbman, who left the retailer to become CMO at Spotify.
In this role, Brommers will be responsible for Gap’s global marketing strategies and its execution.
DailyVista predicts that Gap will continue to rely on word-of-mouth and social media for the first half of 2016, as Peck views these strategies as “a very powerful form of marketing.”
With that in mind, digital sellers have an opportunity to win new business with the brand, as Gap has pulled back on TV spend in the last year (and did not run a holiday ad this year). Although, TV advertising isn’t completely out of the question since the brand is struggling to compete with less-pricey fast-fashion chains such as Forever 21, H&M and Zara.
Also, keep in mind that Gap execs also said they would eliminate the CMO position at sister brand Banana Republic, but this could certainly change in the near future.