Dive Brief:

• Danish branding guru Rebekka Bay will leave Gap Inc. as EVP and creative director and will not be replaced.

• The retailer also announced that longtime executive Scott Key will head up a merged e-commerce and marketing structure at Gap, and last week the company announced the closure of its Piperlime brand.

• The shuffles come as Art Peck came aboard as CEO on Sunday.

Dive Insight:

There was a lot of hope that Rebekka Bay could help turn around Gap Inc.’s slumping apparel sales and a general sense that shoppers have failed to get excited about their clothes for years. Some say she hadn’t really been given much of a chance, but now it’s all about what the retailer will do next under new CEO Art Peck.