Gap Inc. has appointed Pam Kaufman as Executive Vice President and Chief Entertainment Officer, a newly created C‑suite position that reports directly to President and CEO Richard Dickson. Kaufman, who previously led Paramount’s International Markets, Global Consumer Products and Experiences division, will oversee the development of Gap’s entertainment, content and licensing platform across music, television, film, sports, gaming, consumer products and cultural collaborations.
The new role is part of Gap’s broader “fashiontainment” strategy, which seeks to blend apparel with storytelling and entertainment to deepen consumer engagement and create new revenue streams. Dickson said, “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.” Kaufman added, “What excites me most is the opportunity to build on that foundation, thoughtfully expanding how these brands connect with people through partnerships and experiences over time.”
Gap will open a new Los Angeles office on Sunset Boulevard in the spring of 2026, positioning the company at the heart of the entertainment ecosystem. The office will serve as a hub for creative collaboration, content production and licensing initiatives that support the fashiontainment platform.
Gap’s recent financial performance provides context for the new initiative. In Q3 2025, the company reported net sales of $3.9 billion, up 3% year‑over‑year, and a gross margin of 42.4%, a 30‑basis‑point decline from the 42.7% margin reported in Q3 2024. Q4 2024 net sales were $4.1 billion, down 3% YoY, with a flat 38.9% gross margin. These results illustrate a mix of sales growth and margin pressure that the fashiontainment strategy aims to address by creating premium, story‑driven product lines and new licensing opportunities.
The appointment signals Gap’s intent to leverage entertainment as a growth engine. By integrating storytelling into its product development and marketing, Gap hopes to build fandoms, inspire cultural movements and unlock new revenue streams. The strategy also aligns with industry trends where apparel brands partner with media properties to reach younger audiences and differentiate in a crowded retail landscape.
Kaufman’s experience at Paramount, where she managed global consumer products and experiences, positions her to navigate the intersection of media and retail. Her role will involve coordinating cross‑functional teams to develop content that can be monetized through licensing, co‑branding and experiential events, thereby creating additional profit centers beyond traditional apparel sales.
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