Gap Inc.<\/a> president and chief executive officer since August 2023, likes to say Gap is back in the cultural conversation.<\/p>\n\n\tNow 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.<\/p>\n
\n\tIt\u2019s a new role in the company whereby Kaufman will report to Dickson starting Feb. 2.<\/p>\n
\n\t\u201cFashion is entertainment, and today\u2019s customers aren\u2019t just buying apparel, they\u2019re buying into brands that tell compelling stories and drive cultural conversations,\u201d Dickson said in a statement Thursday. \u201cAs we reinvigorate Gap Inc.\u2019s house of iconic American brands to drive relevance and revenue, we recognize entertainment is a critical link to the consumer \u2013 one we can lean on to create fandoms, inspire movements, and fuel sustained growth. Through \u2018Fashiontainment,\u2019 we are unlocking that potential to take our brands to the next level, and Pam\u2019s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.\u201d<\/p>\n
\n\tSince 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\u2019s \u201cBetter in Denim\u201d campaign featuring K-pop girls group Katseye, Old Navy\u2019s first-ever co-created collection and experience with Disney, and Harlem\u2019s 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.\u2019s creative director, for styles that are elevated compared to Gap\u2019s more basic approach.\u00a0<\/mark><\/p>\n\n\tThe retailer did lose its way through most of the 21st century with steadily declining profits and sales, but it\u2019s been reasserting itself and regaining relevance under Dickson\u2019s leadership and strategy.<\/p>\n
The position Kaufman is taking on is geared to \u201cbuild and scale Gap Inc.\u2019s 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,\u201d the company indicated. <\/p>\n
\n\tKaufman\u2019s 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.\u2019s \u2018Fashiontainment\u2019 platform, working in partnership with the Gap Inc. brands. Athleta is another Gap Inc. division.<\/p>\n
Gap Inc. will establish a Los Angeles-based office on Sunset Boulevard in the spring, to further embed the company within the entertainment industry. \u201cThis new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,\u201d Gap said. \u201cPam 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 \u2018fashiontainment\u2019 vision.\u201d<\/p>\n
\u201cGap Inc.\u2019s brands have shaped culture for generations, creating a legacy that is incredibly powerful,\u201d Kaufman said in a statement. \u201cWhat 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.\u201d<\/p>\n
According to Gap, Kaufman has extensive experience building and scaling family-centric, culturally-relevant brands across entertainment, fashion and consumer products. \u201cShe has a track record of extending iconic IP into fashion-forward expressions through design-led partnerships, licensing, retail and experiences,\u201d Gap indicated.<\/p>\n
Most recently, Kaufman was Paramount\u2019s 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\u00a0in an intense battle with Netflix to acquire Warner Bros. Discovery.<\/p>\n
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\t\t\t\t\t\t<\/p><\/div><\/div>\n\t\t\t\t\tFrom Gap\u2019s \u201cBetter in Denim\u201d campaign with K-pop group Katseye was the brand\u2019s most successful social media campaign.<\/span><\/p>\n\t\t\t\t\t\t\t\t\tCourtesy image<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source wwd.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"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 […]<\/p>\n","protected":false},"author":2,"featured_media":2236008,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[342790],"class_list":["post-2236007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-gap-inc"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/01\/Gap-Inc-Names-Pamela-Kaufman-EVP-Chief-Entertainment-Officer.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2236007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2236007"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2236007\/revisions"}],"predecessor-version":[{"id":2236009,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2236007\/revisions\/2236009"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2236008"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2236007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2236007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2236007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}