From Adweek · Brittaney Kiefer · · 1m 20s
Gap bets big on boy band JYT with entertainment push
The fashion retailer launches its Fashiontainment platform with a multi-year partnership spanning docuseries, mall tours, and co-designed fashion.
In brief
The fashion retailer launches its Fashiontainment platform with a multi-year partnership spanning docuseries, mall tours, and co-designed fashion. Gap is shifting from traditional advertising to original entertainment content, betting that deeper cultural partnerships will drive brand relevance and customer…
Gap launches entertainment division
Gap Inc. created a new chief entertainment officer role and opened a Los Angeles office to develop original content that goes beyond traditional ads.
First deal: multi-year JYT partnership
Gap's inaugural Fashiontainment project partners with rising boy band Just Your Type across docuseries, fashion design, and live experiences.
Docuseries and national mall tour
Gap will co-produce a multi-episode behind-the-scenes docuseries and JYT will perform at select Gap stores during a national mall tour next month.
Co-designed capsule collection
JYT's five members will co-design a limited fashion capsule with Gap and the brand will dress the group for select performances.
JYT is a fast-rising act
Formed last year and signed to Wexler Records/Republic Records, JYT has over 2 million social followers and was developed by Grammy-nominated producer Freddy Wexler.
Broader retail entertainment trend
Dick's Sporting Goods and Under Armour have also launched in-house entertainment studios, signaling a shift across retail toward original content production.
At a glance
Gap is shifting from traditional advertising to original entertainment content, betting that deeper cultural partnerships will drive brand relevance and customer engagement.
