Retailers are turning to entertainment to win shoppers’ attention

Summary

• Gap Inc. created a new chief entertainment officer role earlier this year, appointing former Paramount executive Pam Kaufman to lead its entertainment, content, & licensing platform.
• The company has launched major campaigns partnering with bands like Just Your Type & building on ads featuring the girl group Katseye.
• Kaufman stated that brands must reflect their values & provide fans with meaningful ways to experience them as part of a "fashiontainment" strategy blending retail & entertainment.
• Gap CEO Richard Dickson emphasized putting brands at the center of cultural conversation to align with evolving consumer attitudes.
• Experts note that shopping has shifted from a fulfillment task to an entertainment form, with retailers investing in in-store experiences & exclusive online content to drive engagement.
• The trend follows historical precedents like Procter & Gamble's 1930s "soap opera" campaigns, though social media & short-form content have increased audience demand for original material.
• Intellectual property is becoming increasingly valuable for cutting through marketing noise, with distribution expanding across video, audio, short-form, long-form, & live event content.
• Executives with cross-sector expertise in both retail & entertainment, such as Kaufman, Dickson, & Skydance co-CEO Ynon Kreiz, are driving this convergence.
• SonderCo CEO Sean Akaks identified opportunities for nontraditional players to create content amidst consolidation in the legacy entertainment sector.
• Retailers are leveraging experiential retail, with data showing companies like Coach & Ralph Lauren saw nearly 10% year-over-year increases in average basket size.
• Experts warn that while entertainment & experiential strategies help drive traffic, they cannot replace the fundamentals of having great products in stock at transparent prices.