* Von Furstenberg line to be sold in 75 countries on Web
* Gap brand still looking for new chief designer
By Alistair Barr
SAN FRANCISCO, June 7 Gap Inc (GPS.N) is
turning to women's designer Diane von Furstenberg to help sell
baby and kids clothes as it tries to reverse fashion missteps
that have eroded sales.
Von Furstenberg, famous for her floral prints and wrap
dresses, will create a new collection of children's apparel at
Gap, which turned to a more subdued palette this spring when
color and prints were the rage.
The collection should be ready by March 2012, and the
clothes will be sold through GapKids and babyGap stores in
almost 30 countries, including the United States, China and
They will also be available online in 75 countries, Gap
The partnership marries Gap, which has struggled for years
to stop falling sales at its main Gap brand, with von
Furstenberg, who took back control of her brand in the late
1990s and is developing perfume, cosmetics and home lines.
After booming in the 1990s, Gap has struggled for years to
stop falling sales at its main Gap brand in the United States.
The company ousted top Gap designer Patrick Robinson last month
after he failed to stem the slide.
The search for a replacement is still under way, a
spokeswoman for Gap told Reuters.
Gap Chief Executive Glenn Murphy has cut costs and boosted
profit margins in recent years, but sales remain stagnant and
soaring cotton prices are set to bite in the second half of
2011. The company's shares slumped on May 20 after it cut its
full-year earnings forecast.
Gap has also missed some fashion trends, most notably the
lack of color in the spring collection of Gap's premium brand
Banana Republic, according to Brian Sozzi, a retail analyst at
Wall Street Strategies.
Partnering with a designer like von Furstenberg may help
address Gap's fashion faux pas. She is known for "print,
optimistic color and femininity," Art Peck, who became
president of Gap brand, North America, said in a statement
announcing the partnership.
Peck was promoted in February as part of a broader shake-up
by Murphy that's focused on improving the performance of Gap's
main brand in the United States. The von Furstenberg
collaboration is the first public move by Peck.
The collaboration also shows how Gap's focus is shifting
abroad and online as it searches for stronger sales growth.
GapKids and babyGap products have seen some of the
strongest demand of any Gap category in the company's European
e-commerce division recently.
(Editing by Peter Henderson and Tim Dobbyn)