Fashion retailer Gap Inc. has named former Paramount top executive Pam Kaufman executive vp, chief entertainment officer, a new role. She will report to Gap president and CEO Richard Dickson, starting Feb. 2.
“The role is designed to build and scale Gap Inc.’s entertainment, 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 said on Thursday. “The appointment reflects Gap Inc.’s progress in strengthening its foundation and reinvigorating its brands, while marking the next phase of momentum, and broadens how it engages audiences.”
In her role, Kaufman, who served as Paramount’s president and CEO of international markets, global consumer products & experiences until she unveiled her departure late last year, will lead the development of Gap’s “fashiontainment” strategy in close partnership with its brands. The goal is to strike partnerships and experiences that can drive long-term growth, it noted.
The company also said that it would establish a Los Angeles office on Sunset Boulevard this spring, further “embedding” the company within the entertainment community. “This new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” said Gap. Kaufman will spend her time between L.A., New York, and San Francisco, underscoring the importance of these markets to its strategy.
The fashiontainment push emerging across Gap brands has included the “Better in Denim” campaign featuring KATSEYE, Old Navy’s first-ever co-created collection and experience with Disney, and Harlem’s Fashion Row during NBA All-Star Weekend.
“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 Dickson. “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.”
Said Kaufman: “Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful. 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. I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”
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