Gap taps a new exec to find its next act beyond fashion
Jamie Drew is charged with looking beyond traditional fashion partnerships to areas beyond apparel to reach new audiences and create new businesses.
Gap Inc. has appointed Jamie Drew as its new head of strategic partnerships and growth, aiming to expand the company beyond its traditional fashion offerings. Drew's responsibilities will include exploring partnerships and potential new businesses in areas such as travel, sports, gaming, and food and beverage.
The newly hired executive previously served as EVP of consumer products and experiences at Paramount Global, following a 15-year tenure at Nickelodeon. Under Drew's guidance, the company aims to create genuine brand partnerships that enhance consumer relevance and expand the Gap brand's cultural presence.
A notable example of Gap's cultural marketing efforts is its recent collaboration with global pop group Katseye, as well as its partnership with Coachella and Hailey Bieber's collection. Additionally, Gap's accessories venture under the leadership of Reed Krakoff marks the brand's first foray into non-apparel products.
However, experts caution that such moves can be risky, as brands must ensure their extensions genuinely align with their core values and add value to consumers. In the case of Gap Inc., the company's history of revenue slump and limited brand extension efforts could pose challenges as it embarks on this new strategic direction.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
