Gap launches multiyear 'fashiontainment' strategy with boy band Just Your Type
Gap has launched a multiyear 'fashiontainment' strategy featuring a partnership with boy band Just Your Type. The partnership notes that Just Your Type has generated more than 450 million views over the past three months. Gap will also roll out a fall capsule collection with the musicians and host fan experiences at malls across the United States.
As part of the deal, Gap will co‑produce a documentary series that offers a look at the band’s live performances, creative process and each of the five members’ personalities. Gap has also developed a fall capsule collection with the musicians and plans to host fan experiences at malls around the United States. The collaboration will include additional social content and activations to support cultural storytelling, using Gap’s brick‑and‑mortar footprint.
“With JYT, we're drawing on the full breadth of Gap — from creative storytelling and fashion to our stores and experiences — to give audiences multiple ways into the band's world,” Pam Kaufman, chief entertainment officer, Gap Inc said.
The news offers an early sign of what to expect from Gap Inc.’s Fashiontainment platform, which it began ramping up this year. The company in January hired former Paramount executive Pam Kaufman as its first chief entertainment officer and has steadily built out the division since. Lourdes Arocho, another Paramount alum, was appointed senior vice president and head of licensing in May while Gap Inc. last month brought on Justin Breton as vice president of development from Walmart.
What we know
Gap has a multiyear deal with Just Your Type.
The deal includes a documentary series co‑produced by Gap.
Gap has developed a fall capsule collection with Just Your Type.
Just Your Type has generated over 450 million views in the past three months.
Just Your Type has more than 2 million followers across social media.