Retailers are turning to entertainment to win shoppers’ attention

Gap has created a chief entertainment officer role and is building campaigns that connect its fashion brands with music and popular culture. The move reflects a wider retail shift towards entertainment and experiences, as companies seek to make shopping more engaging and strengthen customer loyalty.

Former Paramount executive Pam Kaufman is leading Gap’s entertainment, content and licensing platform, including partnerships with bands such as Just Your Type and Katseye. Retail experts say shopping has increasingly become an entertainment activity, while retailers use store experiences and exclusive online content to build community and a sense of belonging beyond their products. Branded entertainment has a long history, but social media and short-form content are increasing demand for original material.