Bay, who developed and launched the COS brand at the fast-fashion retail chain Hennes & Mauritz, will be responsible for products sold online and in the nearly 1,600 stores in 42 countries in which Gap operates, according to a statement issued Monday.

She fills the spot left by Patrick Robinson who was ousted in May 2011. He had been design director for the Gap chain.

Bay's appointment is one of a number of key personnel moves the San Francisco-based retailer is making as it turns around its business.

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