Gap goes to wonderful world of Disney for new chief

SAN FRANCISCO - Gap has named Paul Pressler, head of the Walt Disney Company's theme parks and resorts business including Disney World, to succeed Millard Drexler as its new chief executive.

Gap, which also owns Banana Republic and Old Navy, has been on the hunt for a successor since May, when it announced that Drexler would retire when a replacement could be found.

Last month saw Gap launch its latest celebrity-based advertising campaign "For every generation", featuring the singers Ryan Adams and Willie Nelson, as it seeks to shore up declining sales for the autumn season.

The campaign was created by the brand's New York-based creative agency Laird & Partners and aims to position Gap's clothing as suitable for all ages. It will include television, press, posters, direct mail and internet activity.

Gap is using the campaign to push its new collection of jeans, as it hopes to reverse a sales decline. The company had been criticised for moving away from its core offering of khakis, plain white shirts and T-shirts, in an attempt to win over younger customers. Earlier this month, Gap reported its 29th month-on-month sales decline in a row.

Pressler takes up his new job with immediate effect. He joins Gap after a 15-year career with Disney, rising to become the chairman of its global theme park and resorts unit.

For its summer range, Gap tapped famous directors such as Cameron Crowe and the Coen brothers. It featured celebrities such as Dennis Hopper and Kate Beckinsale.

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