The US clothing company Gap Inc. wants to expand its presence in the entertainment industry. For this purpose, the group of companies has now created the position of Executive Vice President and Chief Entertainment Officer, to which Pam Kaufman has been appointed.
In her new role, Kaufman will report directly to CEO and President Richard Dickson, the company announced on Thursday. Her job is to lead the development of the company’s “Fashiontainment” platform in collaboration with the brands.
Gap will open its own office in Los Angeles in the spring for the new department. The clothing provider’s goal is to anchor itself more firmly in the entertainment industry. The location will serve as an interface to strengthen the connections between the brands and pop culture.
Going forward, Gap wants to build on previous “culture-shaping partnerships” such as the viral “Better in Denim” social media campaign with Katseye. The group said it would strengthen and expand its entertainment, content and licensing platform across various media formats.
CEO Dickson said in a statement that customers were increasingly buying brands that could tell compelling stories. This shows that entertainment has now become a key factor for relevance and sales.
It’s about “creating fan bases, inspiring movements and promoting sustainable growth,” emphasized Dickson. “Through ‘fashiontainment’ we are tapping into this potential to take our brands to the next level,” said the CEO. “Pam’s discipline, extensive expertise and proven track record in entertainment and licensing make her the perfect fit to make this happen.”
Kaufman will begin her new position on February 2nd. She comes from entertainment group Paramount, where she most recently served as President and CEO of International Markets, Global Consumer Products and Experiences.
“What excites me most is the opportunity to build on the existing foundation,” Kaufman said. “I want to thoughtfully expand the way these brands connect with people over time through partnerships and experiences.”
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