SAN FRANCISCO—Gap Inc, the clothing retailer behind such brands as Gap and Banana Republic, is seeking an agency to provide corporate communications support.
The company, which has begun a turnaround after years of struggling, is understood to be on the hunt for a PR agency that can help tell its broader corporate story.
Gap reported net sales of $15.7bn for its 2012 fiscal year, but has been buoyed by encouraging results in 2013, after restructuring management last year to better meet changing consumer demands.
At a corporate level, Gap Inc has faced sustained scrutiny of its labor practices over the past two decades. Recently, the company has been criticised for "inaction" after serious garment factory incidents in Bangladesh.
Gap has refused to sign a legally binding Bangladesh safety accord and is instead pushing a separate five-year plan in conjunction with more than 15 US companies..
It is thought that the RFP, released this week, calls for corporate, financial and social media expertise, with a specific focus on top-tier business media. The assignment is thought to be worth up to $300k.
The new search comes after a similar process at the start of 2012. Since then, Gap global external affairs senior director Louise Conroy-Callagy has left the company and now works as VP of marketing and communications at Net Power & Light.
Gap Inc is not typically known to use much external public relations counsel. Represenatives from the company's press office had not responded to request for comment as this story went live.