Gap wants to prove memorable content that doubles as advertising can keep people talking about its clothes.
The fashion company, which also owns Old Navy, Banana Republic, and Athleta, is taking a bigger swing at entertainment with its latest hire. Former Paramount executive Pam Kaufman is stepping in as chief entertainment officer, a new role for the brand, according to a Gap statement released last week.
“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,” said President and CEO Richard Dickson.
Marketers are recognizing how memorable content impacts taste, trends, and brand preference.
- Over half (54%) of consumers discover new brands within entertainment content, rising to 78% for luxury fashion consumers, according to an Amazon Ads survey.
Gap’s retail reset
Gap has been on the rebound since its negative growth in 2023. The brand’s direct-to-consumer sales will increase 2.0% this year to reach $13.8 billion, EMARKETER forecasts.
Across its portfolio, Gap Inc. has recognized how fashion and content inform each other. Banana Republic partnered with HBO’s “The White Lotus” last year on a vacation attire line inspired by the show. Additionally, Gap produced entertainment with subdued product messaging, most notably working with girl group Katseye on a music video cover of Kelis’ “Milkshake.”
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