Gap Partners With Pop Band Just Your Type for Multiyear Deal
The clothing retailer is launching a collection and national mall tour with the five-member group as part of its new Fashiontainment platform.
The Gap is entering the boy-band business with a multiyear partnership with the five-member pop group Just Your Type (JYT). The collaboration marks the launch of a co-designed clothing collection and a national mall tour where the band will perform.
This initiative is the first music collaboration under Gap's "Fashiontainment" platform, which aims to integrate content creation, licensing, and partnerships. JYT, developed by Grammy-nominated songwriter and producer Freddy Wexler, boasts over 2 million followers across social media platforms.
The partnership is part of Gap Inc. CEO Richard Dickson's strategy to revitalize the brand. Dickson, who previously helped revive Barbie sales for Mattel, took the helm at Gap nearly three years ago. Since his arrival, Gap Inc. shares have doubled, though they have experienced a nearly 16% decline this year amid broader economic pressures.
Gap, which also owns Banana Republic and Athleta, plans to feature JYT members in meet-and-greets at Gap stores and co-produce a docuseries about the band. The collection co-designed by the band members is set to be introduced this fall, and Gap will also provide wardrobe for the group's select performances.
"Gap has always lived at the intersection of style, music and culture, and our Fashiontainment platform builds on that legacy by putting our brands at the center of the stories and cultural moments people care about," said Pam Kaufman, chief entertainment officer, who leads the chain's newly established entertainment division.