{"id":2242916,"date":"2026-01-20T21:52:23","date_gmt":"2026-01-20T21:52:23","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2242916"},"modified":"2026-01-20T21:52:23","modified_gmt":"2026-01-20T21:52:23","slug":"gap-hires-chief-entertainment-officer-signaling-a-shift-in-fashion-marketing","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/gap-hires-chief-entertainment-officer-signaling-a-shift-in-fashion-marketing\/","title":{"rendered":"Gap hires Chief Entertainment Officer, signaling a shift in fashion marketing"},"content":{"rendered":"<p><\/p>\n<div>\n<p>Gap wants to prove memorable content that doubles as advertising can keep people talking about its clothes.  <\/p>\n<p>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 <u><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.gapinc.com\/en-us\/articles\/2026\/01\/gap-inc-creates-chief-entertainment-officer-role,-\" target=\"_blank\" rel=\"noopener\" noreferrer=\"\" data-analytics=\"Article-Link-Click-https:\/\/www.gapinc.com\/en-us\/articles\/2026\/01\/gap-inc-creates-chief-entertainment-officer-role,-\">Gap statement<\/a><\/u> released last week. <\/p>\n<p><span id=\"SideMobile5849b36e-dabb-4fc7-bd34-0b069bd540f5-6617fb49-6ec3-4991-937b-2408cfe6eb6d-3267f9f0-a441-4ad6-ae02-0a06ab51d9b4\"\/><\/p>\n<p>\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 said President and CEO Richard Dickson.<\/p>\n<p>Marketers are recognizing how memorable content impacts taste, trends, and brand preference.<\/p>\n<ul>\n<li>Over half (54%) of consumers discover new brands within entertainment content, rising to 78% for luxury fashion consumers, according to an Amazon Ads survey. <\/li>\n<\/ul>\n<h4><a rel=\"nofollow\" target=\"_blank\" id=\"Gaps_retail_reset_\"\/><strong>Gap\u2019s retail reset <\/strong><\/h4>\n<p>Gap has been on the rebound since its negative growth in 2023. The brand\u2019s direct-to-consumer sales will increase 2.0% this year to reach $13.8 billion, EMARKETER forecasts.<\/p>\n<p>Across its portfolio, Gap Inc. has recognized how fashion and content inform each other. Banana Republic partnered with HBO\u2019s \u201cThe White Lotus\u201d 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\u2019 \u201cMilkshake.\u201d<\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.emarketer.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2242917,"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":[],"class_list":["post-2242916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/01\/Gap-hires-Chief-Entertainment-Officer-signaling-a-shift-in-fashion.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2242916","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=2242916"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2242916\/revisions"}],"predecessor-version":[{"id":2242918,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2242916\/revisions\/2242918"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2242917"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2242916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2242916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2242916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}