Key Takeaways:

  • Gap Inc. announced via email to Retail Dive on Thursday (Aug. 27) that Justin Breton will assume the role of Vice President of Development starting Aug. 31.
  • Breton will oversee the creative ideation, development, and production of original content across Gap Inc.'s brands, spanning various content formats, and will report to Chief Entertainment Officer Pam Kaufman.
  • Breton previously spent six years at Walmart, serving as Head of Partnerships, Content, and Emerging Experiences, where he founded Camp by Walmart, launched Roblox commerce, and built the company's gaming business.

Deep Dive:

Another new face is joining Gap Inc. as it pushes forward with its entertainment strategy. Earlier this year, Gap Inc. hired former Paramount executive Pam Kaufman as its new Chief Entertainment Officer to expand the company's content, entertainment, and licensing platforms. Kaufman currently oversees gaming, music, sports, film, consumer products, and partnerships.

Gap Inc. CEO Richard Dickson said at the time of Kaufman's appointment that the role was created because "fashion is entertainment," and referred to the effort as "fashiontainment."

Following Kaufman's arrival, another former Paramount executive has joined the entertainment team. In May, Gap Inc. appointed former Paramount Global executive Lourdes Arocho as Senior Vice President and Head of Licensing. Arocho oversees licensing across the company's brands, with a focus on brand extensions, partnerships, and direct-to-retail opportunities to connect the company with entertainment, sports, and cultural moments.

In an email to employees (shared with Retail Dive), Kaufman praised Breton's work at Walmart, calling it "outstanding." She also highlighted his diverse career at companies like Condé Nast, Hearst, Squarespace, and Foursquare, as well as his experience collaborating with celebrities such as LeBron James and Elton John.

"This is an exciting next step in building our fashiontainment platform and supporting our brands as we move at the speed of culture," Kaufman wrote in the email.

In addition to Breton's appointment, Gap Inc. has also brought in another Walmart veteran this year. In May, the company hired Michael Francis as Chief Customer Officer for Old Navy and Head of Shared Marketing Services for Gap Inc. Francis is the founder and former CEO of marketing firm Fairview Associates and has held senior leadership roles at Walmart, DreamWorks, J.C. Penney, and Target.

In the company's first-quarter earnings, overall net sales increased 1% year-over-year to $3.5 billion, with comparable sales up 2%. Old Navy's first-quarter net sales rose 1% year-over-year to $2 billion, while the namesake Gap brand saw net sales and comparable sales both increase 10%. Athleta's net sales decreased 12%, with comparable sales down 11% from the same period last year.

The company will report second-quarter earnings on Thursday (Aug. 27).