Richard Dickson, Gap Inc. president and chief executive officer since August 2023, likes to say Gap is back in the cultural conversation.
Now the retailer could become even more entwined in music, sports, Hollywood and other areas of entertainment with the appointment of former Paramount executive Pam Kaufman as executive vice president and chief entertainment officer.
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It’s a new role in the company whereby Kaufman will report to Dickson starting Feb. 2.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations,” Dickson said in a statement Thursday. “As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognize entertainment is a critical link to the consumer – one we can lean on to create fandoms, inspire movements, and fuel sustained growth. Through ‘Fashiontainment,’ we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”
Since being founded in 1969, Gap Inc. has created products and experiences that reflect and shape culture through marketing and advertising campaigns featuring actors, musicians, choreography, nostalgia and inclusiveness. Recent examples include Gap’s “Better in Denim” campaign featuring K-pop girls group Katseye, Old Navy’s first-ever co-created collection and experience with Disney, and Harlem’s Fashion Row during the NBA All-Star Weekend. The brand has also established a presence at the Met Gala whereby celebrities are wearing Gap Studio looks designed by Zac Posen, Gap Inc.’s creative director, for styles that are elevated compared to Gap’s more basic approach.
The retailer did lose its way through most of the 21st century with steadily declining profits and sales, but it’s been reasserting itself and regaining relevance under Dickson’s leadership and strategy.
The position Kaufman is taking on is geared to “build and scale Gap Inc.’s content and licensing platform across music, television, film, sports, gaming, consumer products, and cultural collaborations, championing innovative storytelling to unlock value at the intersection of fashion and entertainment,” the company indicated.
Kaufman’s appointment could help sustain the recent momentum seen at Gap Inc., particularly at the Old Navy, Gap and Banana Republic divisions, and broaden how the brands engage audiences. Kaufman will lead the development of Gap Inc.’s ‘Fashiontainment’ platform, working in partnership with the Gap Inc. brands. Athleta is another Gap Inc. division.
Gap Inc. will establish a Los Angeles-based office on Sunset Boulevard in the spring, to further embed the company within the entertainment industry. “This new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” Gap said. “Pam will be spending her time between Los Angeles, New York, and San Francisco, underscoring the importance of these markets to our strategy and the acceleration of our ‘fashiontainment’ vision.”
“Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” Kaufman said in a statement. “What excites me most is the opportunity to build on that foundation, thoughtfully expanding how these brands connect with people through partnerships and experiences over time.”
According to Gap, Kaufman has extensive experience building and scaling family-centric, culturally-relevant brands across entertainment, fashion and consumer products. “She has a track record of extending iconic IP into fashion-forward expressions through design-led partnerships, licensing, retail and experiences,” Gap indicated.
Most recently, Kaufman was Paramount’s president and CEO of international markets, global consumer products and experiences. She oversaw a multibillion-dollar organization spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets. Kaufman is on the board of directors at Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame. Paramount is currently in an intense battle with Netflix to acquire Warner Bros. Discovery.
An image from Gap’s “Better in Denim” campaign with K-pop group Katseye was the brand’s most successful social media campaign.
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