Gap launches ‘fashiontainment’ campaign, collaboration with boy band

BusinessGap is partnering with the boy band Just My Type.Getty ImagesWhat better way to attract a younger market than to create a campaign with an up-and-coming boy band?“Gap has struck a multiyear partnership with Just Your Type through the boy band’s labels, Wexler Records and Republic Records,” Retail Dive reported in an article. “It is the first deal to come out of parent Gap Inc.’s ‘fashiontainment’ platform.”The project features a “documentary series co-produced by Gap that provides a look at the group’s live performances, creative process and each of the five members’ personalities.” In addition, Gap has planned events with Just Your Type at malls nationwide.“Pop music and dance frequently factor into Gap’s ad campaigns, and the JYT deal feels like an extension of that strategy,” the article said. “It closely entwines the brand with the boy band’s development through creating social content, leveraging Gap’s brick-and-mortar footprint and outfitting the artists on stage for select performances.”Gap Inc. hired Pam Kaufman, a former Paramount executive, as its first “chief entertainment officer.”“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,” Kaufman said. “JYT embodies the mix of music, dance, personality, fashion and fandom that makes this partnership so exciting — and so distinctly Gap. Together, we can create something much bigger than a campaign.”Kelly Kazek is an award-winning journalist and author who writes about trends in business and retail news. She is the author of more than 28 books for children and adults. Kelly previously wrote about Southern...