Titles are changing; jobs, too?

So, the Diva was thinking about Christopher Hufnagel's title the other day (No, I don't have anything better to do...), wondering how The Gap came up with "Vice President of Brand Store Experience."

What exactly does that mean? In RetailDesignDiva's historical context, we've got VPs (if they're lucky and talented enough) of Store Design, Visual Merchandising and Store Planning. Seems like those titles may be or should be changing as the folks who used to design spaces or displays are now getting involved in developing the entire shopping experience.

Personally, I think it makes more sense to design "experiences"...starting, of course, with the store itself.  And if that's what you're doing, why shouldn't your title reflect that?

--Karen Schaffner