Gap Inc. wants to be at the center of the cultural conversation – and has just appointed a new director to grow its business beyond just apparel.
Gap has hired Jamie Drew as its new head of strategic partnerships and growth. He will report to Chief Entertainment Officer Pam Kaufman, the company told Business Insider exclusively. Drew is tasked with advancing Gap’s brands – including Old Navy, Banana Republic and Athleta, as well as Gap – beyond apparel and other consumer touchpoints.
Its mandate is to look beyond traditional fashion partnerships to areas where the parent company or its individual brands can reach new audiences and create new businesses. The company said these areas could include experiences and destinations, hospitality or travel, sports and fitness communities, gaming and food and beverage.
Drew most recently served as EVP of consumer products and experiences at Paramount Global, Kaufman’s alma mater, after 15 years at children’s network Nickelodeon. She helped build the Paw Patrol children’s franchise into a retail business, bought Teenage Mutant Ninja Turtles, brought SpongeBob SquarePants to Broadway and opened the first Nickelodeon Hotel.
Drew said her most successful initiatives embodied the brand’s DNA.
“Brand partnerships only work if they are truly authentic to the brand’s ethos and increase its relevance to consumers,” she says.
Reshaping Gap has been a top priority for Richard Dickson, who has revitalized the retail giant since becoming CEO in 2023.
This year, Gap tapped Kaufman for its first leading role in entertainment, Walmart alumnus Justin Breton to generate original content, and Paramount alumnus Lourdes Arocho to lead licensing.
Gap has made headlines for its cultural marketing
The company has already integrated itself into the culture – and the Gap brand is its star.
Over the past year, the Gap brand has done just that took advantage of celebrities and cultural events to attract attention. It cast global pop girl group Katseye in an ad, produced a video with Puerto Rican artist Young Miko around Bad Bunny’s Super Bowl halftime show, became Coachella’s exclusive apparel sponsor and merchandise partner, and released a buzzy denim collection with Hailey Bieber.
Meanwhile, Banana Republic is bringing back nostalgia with renovated vintage styles. Old Navy has also collaborated with stars like Paris Hilton and influencer Haylee Baylee, and launched a clothing collection with luxury designer Christopher John Rogers.
Gap Inc. also launched a loyalty program with exclusive discounts and other benefits.
Working with influencers and third-party designers is a common strategy for major retailers. For example, J.Crew collaborated with several designers to reinvent one of its classic sweater styles and cast internet star Emma Chamberlain for its latest collection.
Other consumer brands have also gotten creative by going beyond just selling products over the years. Nike and Ralph Lauren are experimenting with cafes and restaurants, Lululemon acquired fitness company Mirror and JPMorgan Chase bought a food review site The crush to give customers food-related benefits.
Entering new areas can be risky
However, brands should be careful about launching expansions or entering new areas where there is stiff competition or where the brand isn’t adding new value, says Kevin Lane Keller, marketing professor at Dartmouth’s Tuck School of Business. Such moves have worked for some, like Ralph Lauren, whose defined brand translated well into home decor, but there have been some notable flops, like McDonald’s foray into luxury hotels in the 2000s.
The Gap brand had one years of decline in income before the arrival of Dickson, which it partly attributed to having too many products and styles. That history could hurt Gap’s ability to make more than small moves, Keller said.
“If you haven’t developed and strengthened a strong identity over time, that’s not going to make it easy to move into unrelated categories,” he said. “They also didn’t stretch out that much clothing.”
Gap may be about to face the first test of its ability to expand its brand after just holding a consultation press accessories led by Coach alum Reed Krakoff.
