Gap Inc. has tapped former Paramount executive Pam Kaufman to be its first chief entertainment officer, a sign the company is looking to grow its media presence.
Apparel brand Gap is eyeing the entertainment sphere
Kaufman will help scale Gap’s entertainment and licensing platform in areas including television, film, and gaming, the company said in a statement.
The new role, an unusual one for retailers, is especially meaningful for the company run by Richard Dickson, the executive who helped turn the Barbie doll into a movie sensation. Dickson is already bringing the company into the digital age, using flashy marketing campaigns and celebrity advertising to excite shoppers.
Gap is also opening a Los Angeles office on Sunset Boulevard as part of its push toward what it calls “fashiontainment.” Last fall Gap also added Jody Gerson, CEO of Universal Music Publishing Group, to its board.
“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,” Dickson said in the release.
