As Gap Struggles, Its Analytical CEO Prizes Data Over Design (WSJ)

Under Mr. Peck, a former partner at Boston Consulting Group who arrived at the company in 2005, Gap Inc. has put operational executives in control of its major brands, including Old Navy. It has also expanded the role of outside vendors—some of which have their own design teams. Mr. Peck favors a model in which things are more decentralized. Brand merchants, who serve as collection editors, are no longer involved in every product category. Some items, like men’s dress shirts, can be stamped out by a foreign supplier without approval from a head designer. He is also pushing executives to pay more attention to Google analytics and market-research data to monitor consumer tastes.

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