--- title: "Gap Hires New Chief Entertainment Officer" url: https://noti.group/gap-hires-new-chief-entertainment-officer/ language: en publisher: "Noti Group" section: "Business" published: 2026-11-14T13:00:01.000Z updated: 2026-11-14T14:25:47.352Z id: 51245148-485c-448c-a8a2-e9864068fac3 source: "CNBC https://www.cnbc.com/2026/11/14/retailers-invest-entertainment.html" attribution: "Link to https://noti.group/gap-hires-new-chief-entertainment-officer/ and name Noti Group when you quote or summarize this story." --- # Gap Hires New Chief Entertainment Officer Gap Inc. has hired Pam Kaufman as its chief entertainment officer, a new role created to oversee the company's entertainment, content, and licensing platform. Gap Inc., a legacy retailer, has made a bold move by hiring Pam Kaufman as its chief entertainment officer earlier this year. This new role was created to oversee the company's entertainment, content, and licensing platform. Kaufman, a former executive at Paramount, has already overseen major campaigns for Gap, including partnerships with bands like Just Your Type. These efforts are building on the success of last year's ads featuring girl group Katseye. According to Kaufman, consumers form strong bonds with beloved brands because they identify with them, trust them, and want to be part of their world. To maintain this connection, every brand extension must reflect the values and authenticity of the brand itself. Kaufman is leading Gap's push into "fashiontainment, a strategy that combines retail and entertainment to better resonate with consumers. This approach involves creating immersive experiences both in-store and through exclusive online content to drive engagement. As part of this effort, Kaufman is working closely with Gap's CEO Richard Dickson, who emphasized the importance of storytelling at the Goldman Sachs Global Consumer and Retail conference last September. Retailers are experimenting with new ways to engage consumers, blurring the lines between shopping and entertainment experiences. The shift towards treating shopping as an experience rather than just a task is evident in the strategies of retailers like Mattel, which successfully adapted its iconic Barbie brand into a movie that drew massive box office success. This convergence of retail and media has been gaining momentum in recent years. Bryan Eshelman, head of the retail practice at consulting firm AlixPartners, attributes this change to a post-Covid consumer attitude shift towards viewing shopping as an entertainment form rather than just a necessity. As people increasingly seek immersive experiences, retailers are responding by creating engaging content and interactive environments that go beyond traditional product offerings. Eshelman notes that retailers are now investing in innovative marketing strategies that combine physical store experiences with exclusive media campaigns to drive engagement and loyalty. By tapping into consumers' desire for community and belonging, retailers aim to create a sense of connection that transcends the products they sell. Branded entertainment has been a staple of advertising for decades, with companies like Procter & Gamble pioneering its use in the 1930s by helping to coin the term soap opera. Today, retailers are building on this legacy by developing media campaigns and partnerships that foster a sense of community and shared experience among consumers. As consumers' attention spans dwindle in an increasingly cluttered media landscape, retailers are turning to entertainment as a way to cut through the noise and connect with their audience. The growing importance of intellectual property is also playing a significant role in this trend, according to experts who believe that companies which can harness original content will be better equipped to stand out from the competition. Alex Michael, senior managing director at LionTree, emphasized the value of IP in securing an audience's loyalty. IP, in that sense, is the most valuable thing out there, he said, highlighting its increasing worth as it becomes attached to a dedicated fan base. The distribution channels for this content are also expanding rapidly, with consumers now able to access video, audio, short-form and long-form content across various platforms. Retailers would do well to take note of this shift in consumer behavior, as executives from both the retail and entertainment industries are finding common ground and applying their combined expertise to drive innovation. As consumer behavior continues to evolve, traditional distinctions between sectors are becoming increasingly blurred. The boundaries between retail, media, entertainment, and live events have never been more ambiguous. This has led to a greater value being placed on individuals who possess expertise that spans multiple industries. New players are entering the market, particularly in the rapidly changing studio landscape. These newcomers are finding opportunities to partner with brands and celebrities, creating fresh content and experiences for consumers. Independent creators and non-traditional players can now access previously closed lanes, thanks to the consolidation of legacy entertainment companies. This shift is opening up new avenues for collaboration between brands, creators, and retailers. Retailers are leveraging their platforms to connect directly with customers, often by tapping into the creative potential of influencers and content creators. As retailers continue to adapt to shifting consumer habits, some companies are finding success by investing in experiential retail experiences that not only drive traffic but also boost sales. Data from AlixPartners reveals a clear connection between experiential retail and increased average basket sizes, with companies like Coach and Ralph Lauren seeing significant year-over-year growth. This trend suggests that retailers are recognizing the value of immersive brand experiences in engaging customers and driving revenue. According to Jeff Goldstein, co-lead of the media and entertainment practice at AlixPartners, this shift towards experiential retail is part of a broader effort by retailers to create dynamic brand interactions. It really goes into the kinds of flywheels that entertainment companies are also trying to build and grow, he notes. While entertainment-driven retail initiatives can be effective in attracting new customers, it's essential for brands to maintain a balance between experiential marketing and fundamental retail principles. As Eshelman from AlixPartners cautions, The basics of having great product in stock at a transparent price that feels like value is not swept away by animatronics." --- Source: [CNBC](https://www.cnbc.com/2026/11/14/retailers-invest-entertainment.html) Published by Noti Group: https://noti.group/gap-hires-new-chief-entertainment-officer/