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Gap Collabs With Just Your Type In Fashiontainment Push
Just Your Type // Courtesy of Gap
Gap announced that it’s partnering with upstart boy band Just Your Type (JYT) for a fashion-focused mall tour.
Why It Hits: Gap’s new collab reflects its growing “fashiontainment” strategy, launched by the company’s new CEO, Richard Dickson. Part of that mission was hiring its first chief entertainment officer, Pam Kaufman (a former Nickelodeon and Viacom exec), to oversee entertainment partnerships not just for the flagship brand, but also for Old Navy, Banana Republic, and Athleta. Gap hopes embedding deeper into culture will help the company become the coolest kids in the mall. So far, growing sales numbers suggest the plan is working.
Behind The Music: Two of the biggest trends of the ’90s — Gap and boy bands — are joining forces.
JYT will perform at malls across America, including meet-and-greets at Gap stores.
Gap will also co-produce a docuseries about the band’s formation, which was spearheaded by Grammy-nominated music producer and songwriter Freddy Wexler (he’s written songs for Justin Bieber and Ariana Grande).
And, of course, Gap will release a clothing collection co-designed by the band’s five members — talk about taking tour merch to a new level.
Final Number: According to WSJ, Gap’s history with music goes back to its founding in 1969, when the retailer was known for selling Levi’s jeans and records. The company was almost even called Pants and Discs (honestly, they should consider reviving that). Music has played a big part in Gap’s marketing over the years, too, with the company working with major acts including Missy Elliott and Aerosmith.
While JYT doesn’t have anywhere near the cachet of the biggest boy bands out there (it only formed last year and signed with Republic Records in December), Gap is getting the chance to build alongside a band with a lot of promise… ensuring the company is in the DNA of the group’s identity.
Encore: How could Gap not introduce a custom jingle created by JYT? Maybe soon, every brand will want a new sonic identity created by a known artist.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.